Should You Tackle Banner Blindness with Personalization or Creativity?

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Summary

Advertising practitioners often turn to personalization-based media strategies to counter banner blindness—the conscious or unconscious act of ignoring banner ads and other graphics that look like ads. But a new study challenges this practice by suggesting that breakthrough, creativity-based strategies may be more effective in some situations.

ad creative
creative effects
search
social media
targeting

Authors’ bios:

Farzad Abedi (farzad.abedi@mq.edu.au) is a PhD student at Macquarie University, Sydney, Australia. He has a keen interest in digital media, big data and artiﬁcial intelligence in advertising, as well as strategic approaches to media and creativity.

Scott Koslow (scott.koslow@mq.edu.au) is a professor at Macquarie University and Abedi’s supervisor. His research specialties are advertising creativity, strategy and effectiveness. He has worked with most major agency brands.