Blindness in the Banner: How to Navigate This Phenomenon with the Help of Branded Content
If the process of attracting an audience was previously organized linearly and straightforwardly, today it necessitates a more proactive approach to engage users with a product or service. According to forecasts by experts in the field of search optimization, the share of digital marketing in the U.S. is expected to reach 6.2 billion by 2026, a significant increase from 0 billion in 2020.
Business owners must not only keep pace with the times but also stay attuned to the constant changes in the digital advertising landscape while considering the multifaceted competitive environment. It is essential for business owners of any scale to cultivate strategies that address competition tactically, as only by doing so can they effectively promote themselves and significantly stand out against other market players.
Expenditures on digital marketing are often humorously referred to as the “modern rent payment.” When we merely tally monthly advertising costs, the sheer volume and formalities involved require flexibility and adaptability. A company that focuses primarily on traditional promotional methods restricts its potential growth. While such a strategy enhances brand recognition, the likelihood of attracting new customers remains minimal.
In situations where media advertising provokes more irritation than interest among users, branded content is viewed as one of the most subtle and effective forms of content marketing. The presentation and substance of such advertising messages are highly specific. They are created in alignment with the style of the media platform where they will be presented, avoiding a blatant call to action and therefore not deterring users or inciting annoyance among searchers.
In the article, we will conduct a comparative analysis of branded and banner advertising to illuminate the merits of the former strategy in a comprehensive manner. We will also examine how the phenomenon of “banner blindness” pushes marketers to step outside the bounds of traditional brand promotion.
What constitutes the essence of the phenomenon of “banner blindness”?
Modern internet users are bombarded with a vast volume of information, much of which is promotional in nature, on a daily basis. As a result, many individuals have developed a specific behavior pattern: when viewing the content of a web page, they subconsciously ignore any advertising banner, overlooking entire sections of a page without registering specific elements on the screen, and so on. Recent research by the Infolinks group found that such a behavioral strategy is characteristic of over 86% of users. Consequently, the motivation not to engage with advertisements remains variable.
For advertisers who allocate a significant portion of their budgets to media advertising, banner blindness poses a serious obstacle on the path to growth. Therefore, content managers and marketers increasingly turn to the use of exclusive and progressive advertising techniques—like branded content.
Why is branded content an effective medium?
Branded content is presented in such a way that website visitors want to familiarize themselves with it, thereby allowing the issue of “banner blindness” to be countered organically. In this context, the functionality of the site itself is not altered. It’s not uncommon for branded content to be equated with advertising, and thus, recipients thereof tend to have only positive takeaways:
- The advertising campaign is realized comprehensively and concertedly, while the client base expands intensively;
Clients should not expect swift influxes of users; such a strategy of “diluting” traffic is essentially counterproductive. Ensuring a quality growth trajectory of the client base will yield longer-term results. All assigned tasks will be fulfilled within designated time frames and will yield expected outcomes.
- The level of brand recognition increases; the audience actively forms a positive image of the company and has a favorable view of its products;
Branded content works in 4 out of 5 cases, significantly increasing brand recognition by nearly 60%, more effectively than other digital technologies. The factor of recognition is invariably linked to such concepts as loyalty, trust, attachment, and support. If a reader needs to purchase a product, and they remember the name of your brand, you have successfully established the correct associative connection in your advertising message, thereby evading competition.
- Readers actively seek interaction with the content.
Over time, specialists have made numerous efforts to modernize banner advertising, making it more effective and intriguing. Despite the work accomplished, branded content is perceived as being 22 times better than traditional ads. Audiences engage with branded content for several reasons. First, for the modern reader, content matters more than form. Second, most users view traditional “hooks” in banner advertising as irritating and obtrusive. They prefer succinct visuals that they wish to close quickly rather than contemplate.
Conclusion
Experienced marketers and SEO specialists know that branded content is a vital aspect of digital advertising where there is value in investing money for returns in the form of premium traffic, stable trust in the company, etc. If you do not understand how to create and promote original content, you should not shy away from it or dismiss it as being potentially useful. Start small—familiarize yourself with accessible materials on the given subject. Through articles and internet blogs, you can come into contact with experienced publishers and advertisers who are engaged in the creation and implementation of branded content in various formats. By acting independently, you can achieve desired results in shorter timeframes, likely more effectively than through conventional means.
