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WHAT THE ONLINE ADVERTISING INDUSTRY CAN DO TO MAKE DISPLAY MATTER AGAIN
Even as the digital display advertising industry grows, if you are a brand marketer, advertiser or publisher of digital display advertising then you are likely plagued with engagement rates lower than they’ve ever been. All evidence points to “Banner Blindness,” consumers’ learned behavior to ignore advertising content online, as the culprit. Infolinks conducted a study on Banner Blindness earlier this year that illustrated the gravity of this industry-wide epidemic – the majority, 86 percent, of consumers have trained themselves to visually “tune out” advertising content. Infolinks recently conducted another study in partnership with market research company EyeTrackShop to explore possible solutions. Infolinks presented standard display ads alongside its own advertising units running on content from four publishers: ChaCha.com, Scribd.com, BabyMed.com and Starspin.com, and utilized eye tracking technology to measure and compare engagement indicators.
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