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ALSO CALLED: Banner Advertising, Ad Banners
DEFINITION: Banner blindness is the tendency of people to ignore banner ads on Web sites. In 1998, Benway and Lane, a research team, reported the results of studies requiring users to find information located in banner ads. Contrary to the prevailing marketing philosophy that the larger an item on a Web page, the greater its perceived visual importance and likelihood of attracting attention, Benway and Lane found  … 
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Banner AdsWhite Papers (View All Report Types)
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Limelight Networks Content Delivery Network (CDN)
sponsored by Limelight Networks, Inc.
WHITE PAPER: Whether your goal on the web is to inform, sell, entertain, or persuade, your site needs to meet the expectations of today's Internet users. Rich web pages, rapid fire communications, huge software downloads, and an expanding universe of digital media require a new approach to content delivery. Read this paper to see what Limelight has to offer.
Posted: 06 Mar 2009 | Published: 06 Mar 2009

Limelight Networks, Inc.
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BANNER ADS DEFINITION (continued): …  that users had more difficulty finding information when it was located in a banner ad. Benway and Lane called this phenomenon "banner blindness." Experts believe that banner blindness occurs because experienced Web users are in "search mode" and tend to ignore banner ads as irrelevant for their search.Today, one index of the effectiveness of a banner ad is its click-through rate, a percentage calculated by dividing the number of times a banner ad appears on a site by the number of times the ad is clicked on. Although experts agree that banner blindness is probably the main cause of low click-through … 
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