Source: "Banner Blindness, Old and New Findings", Jacob Nielsen, Aug 20, 2007
Jacob Nielsen confirms that people don't see online banners: "At all levels of user engagement, the finding is the same regarding banners (outlined with green boxes in the above illustration): almost no fixations within advertisements."
But that's Ok. ArsTechnica writes, "There is a long history of experiments that show that repeated exposure to a stimulus that's barely perceptible can enhance a person's feelings towards what's otherwise a neutral object." And now there is a new research that concludes that "repeated exposure to a product via banner ads generates a positive feeling towards that product." (Note: the ArsTechnica's article came out in May 2007, three months before Nielsen's).
Conclusion: buy cheap remnant space. Nobody sees the ads anyway, but the subliminal effect is the same.
Related:
Study: Banner Ads Affect Memory
Subliminal Spam
That link to new research didn't work for me. I tried it repeatedly, and now I have positive feelings I can't explain towards the University of Chicago Press. They're a crafty lot.
ReplyDeleteOR maybe the feelings that are sub consciously felt are NEGATIVE?
ReplyDeleteI think it very odd that these researchers think that such advertisemnt will only make warm fuzzies happen in peoples hearts.
As an avid user of Adblock Plus I feel VERY happy about the absence of all these adds ^_^