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What is Banner Blindness? -Clickipedia

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What Banner Blindness is: The tendency for visitors to consciously or subconsciously overlook banner ads on your website, especially on the right-hand side of the page.

Why Banner Blindness happens: Users can become over-saturated by all of the information they see online. Instead of becoming overwhelmed, a user may block out irrelevant information and begin to focus on content relevant to their search or interest—this is often found in the main area of your page, where they expect it to be.

What you can do: Decide on the KPIs you want to improve, such click-through rate, and experiment with different treatments or placements for banner ads. A/B testing your different experiences can help you find methods that work to overcome banner blindness, advance your KPIs and retain profitability from your ads.