Banner blindness

前幾天的 Hacker News Daily 上看到「Why do people not notice our enormous, prominent, clear and contrasting purple banner?」這篇 2018 年的討論,裡面在講為什麼使用者會常態性忽略 banner 的內容。

在答覆區裡面有人提到了維基百科上面的 Banner blindness 這個條目,題到了網站的使用者會刻意或是非刻意的忽略掉像 banner 的資訊:

Banner blindness is a phenomenon in web usability where visitors to a website consciously or unconsciously ignore banner-like information. A broader term covering all forms of advertising is ad blindness, and the mass of banners that people ignore is called banner noise.

開頭也提到了 banner 廣告 CTR 的變化:

The first banner ad appeared in 1994. The average click-through rate (CTR) dropped from 2% in 1995 to 0.5% in 1998. After a relatively stable period with a 0.6% click-through rate in 2003, CTR rebounded to 1% by 2013.


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