The Nielsen/Norman Group released more evidence today that a majority of Internet users avoid banner ads. The research adds that text-based advertising is more often viewed.
“Banner blindness” is the tendency for web site users to focus on page content/copy and ignore the advertising banners on the screen. The researchers found that users especially ignore bright, flashing advertisements.
The most effective use of ads on a site remains to be text-based ads that are integrated into the overall look and feel of the web site.
