Create More Customers

I just read in the Los Angeles Times today about the new "in-your-face Web ad formats." According to the article, these new formats are "designed to be both more obtrusive and interactive."

There are 3 types of these new supersize ads

1. Fixed panel- which looks like part of the page but scrolls up and down with the user
2. XXL box- which allows users to turn pages within the ad
3. Pushdown- which opens to display a larger ad

The reason for these new type of ads?

The reason is because all of us have learned to tune out banner ads. We've all developed "banner blindness."  In fact, we've become so good at it, that according to usability expert, Jakob Nielsen, in his 2006 book, Prioritizing Web Usability (VOICES) - "Banner blindness has expanded beyond the deliberate act of not looking at banners to encompass avoidance of anything that usually signals irrelevant information or advertisements...In fact, anything that's overly large or colorful risks being ignored, particularly if it includes animation." We must have had a good reason for becoming so skillful at ignoring ads. Perhaps, it was because we're more interested in the content of the page and learning something of value to us? I realize that print advertising is falling by the wayside, and you have to find some way to attract the attention of your intended audience.  We all do, even if we're not purposely trying to monetize our audience.

Will bigger and more intrusive work?

But are supersize ads that take up a large portion of your browser screen, the answer? If I visit a particular website to learn more about a subject, will I be likely to have more or less goodwill toward that website and it's owner if my screen real estate is obscured by these giant ads? My guess is less. For now, these in-your-face-advertisments are being used or will be used by publishers such as the New York Times, CNN, CBS, ESPN and the Wall Street Journal.

What's the answer?

I'm not sure what the answers are to the dilemma confronting these online publishers. It will be interesting to see how this plays out. What are your thoughts on this subject?