Part of their ongoing "Chart of The Week" feature, MarketingSherpa just featured this piece on banner blindness which includes the chart below and some of their usual, helpful and pragmatic insights on what this means for marketers. What the piece briefly touches on that I think gets overlooked is the power of creative in this equation. The death of the banner ad has been popular fodder for marketing media types for a long time and yet banners continue to be an integral part of the marketing equation. I wonder how the eyetracking study would be affected if the banners had been more engaging through the use of rich media of some type or even just bolder messaging? I do agree that banner blindness is an issue, but its important to keep in mind that it can be mitigated with the smart use of creative.
Click the chart below for larger image
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