Beat banner blindess with explainer videosby russlaw | January 8, 2018 | Blog, General, Whiteboard video
Studies have shown that only a small number of visitors recalled the last display ad they saw and the company or product it promoted. Most users just don’t click on banner ads and they just aren’t effective any more. This article aims to explain why this has happened, and how an explainer video can do the job for you instead.
Infolinks is an interesting company that are going to study the psychology of this banner blindness over the course of the year and welcomes participation from the industry.
The infamous banner ad has been used for almost twenty years now, but it has little to show for itself. People find they are usually unimaginative and also intrusive, but most website visitors just ignore them completely. On top of all this research, the click-through rate of banner ads is only around 0.1 percent, or less. Did you know that as many as half of clicks on mobile banner ads are accidental! Industry experts agree: the banner ad is about the worst of what online advertising can offer, and it is time to think differently.
Another difficult truth for advertisers is that Google Adwords are becoming much less effective, and starting to suffer the same fate as the banner ad. Website visitors have started ignoring, or avoiding these ads that appear at the top of a Google Search and instead looking directly to where they can find the most organic or ‘honest’ results. These ‘honest’ results are just underneath the paid ads and are there because they were selected organically by Google’s incredibly sophisticated algorithm. The Mighty Google Algorithm is not actually just a set of ranking factors, but more of a collection of protocols, applications, operating systems, and databases. The main ones are nicknamed Panda, Penguin, Hummingbird and Pigeon, and if you are involved in SEO or search engine optimization or blogging you have most likely heard of them. Most people don’t know it but almost every day, Google introduces changes to its powerful ranking algorithm. Some are just small tweaks; but others can seriously shake up the search engine results.
There is another way that has been proven to work…
Successful explainer videos take careful planning but can bear banner blindness. If you do it right the rewards will be abundant and generate a good ROI.
Digital marketers must adapt accordingly to capitalize on the consumer mindset that is driving this change. Explainer videos are videos that explains a concept, a product, a function, or maybe a process. When best they do this in a fun and engaging way. Where hundreds of words might have been needed in the past to explain a concept, a 30-60 second video could do it better. Key factors to a good explainer video are to address the viewers pain, and then present the solution in a fun and engaging way. A simple style usually works best.
The largest group of your website visitors will usually be visual Learners. They love anything visual, and a fresh animation that will make them laugh is the perfect way to engage them and keep them on your site. They will happily watch your video, and remember much more of your information this way. If it was any good, then chances are they will tell others about it.
Auditory learners the next highest volume of visitors your website will get. The good news is an explainer video will still work perfectly. With a strong script and a professional voice over the Auditory learners will still get the key takeaways you want them to.
To find out more about our videos, or if you would like to talk to us about having an animation made for you then please visit our video services page to find out more.