Why the wrong banner ad will kill your business

I buy a LOT of display advertising and so I’m always fascinated to know what gets clicked when it comes to images.
Well thanks to eye tracking software we now know.
It’s not what you think…..
eyetrack

How men look at an H&M ad

Men spend more time looking at the woman, while women read the rest of the ad.

Men spend more time looking at the woman, while women read the rest of the ad.

Notice how the men are not looking at the shoes at all.

Notice how the men are not looking at the shoes at all.

These Sunsilk ads show that just putting a pretty face on a copy isn’t enough. It matters where she’s looking.

These Sunsilk ads show that just putting a pretty face on a copy isn't enough. It matters where she's looking.

This is called “banner blindness,” and shows why publishers and advertisers hate banner ads. People barely even look at them.

This is called "banner blindness," and shows why publishers and advertisers hate banner ads. People barely even look at them.

 

On Google, the top five listings on the page get the majority of eyeballs. The red lines are the “fold” — the point at which you’d have to scroll down.

Yes how often do you here guru’s (AKA people who have never actually run ads online) say aim for position 4….

On Google, the top five listings on the page get the majority of eyeballs. The red lines are the "fold" — the point at which you'd have to scroll down.

 

As you’d probably guess, more eyes are reading the pictures and headlines on this Ad Age page than anything else.

As you'd probably guess, more eyes are reading the pictures and headlines on this Ad Age page than anything else.

Notice how nobody’s looking at Wolf Blitzer, but at rather the center of the frame.

Notice how nobody's looking at Wolf Blitzer, but at rather the center of the frame.

Could we have a heat map post without Facebook? Photos catch the most eyes

Think about what this means for ads on FB…. use a REAL person!

Could we have a heat map post without Facebook? Photos catch the most eyes

Men focus on baseball players’ torso more than women, who look only at the face

Men focus on baseball players' torso more than women, who look only at the face

Even though there’s a large picture of a man’s face on this billboard, more people were looking at the words on the left.

Even though there's a large picture of a man's face on this billboard, more people were looking at the words on the left.

 

Women tend to focus on the face and the torso…

Women tend to focus on the face and the torso...

 

While men (disconcertingly) focus more on the junk than women…

While men focus more on the junk than women...

 

So what did you think?
It sure does add a whole new dimension to running banner ads don’t you think? Now to find some pictures of guys with big willy’s to advertise those biz op offers too 😉
Neil