1. The Mouse Ad Format.Nobody likes it when you try to sell them something that they don't need. It's even worse when you are trying to navigate a page to something you do need and ads keep popping up to hinder your way. There were once much more simple days. Days when we were forced to watch the next commercial on TV not knowing how long the commercial break would be, and easily accepted the fact that we must watch the commercial if we want to get back to our show without missing a second. According to GlobalWebIndex, in 2019, 48% of all internet users in the world use ad blockers, and if you compare it to audiences between the ages of 24-35 that number grows even higher.
2. No One did or Ever will Ask Us If We Want to See Them.The article that interested us did not come with a comment that clicking on it would cause Banner to appear. If it did we would have given up the pleasure of opening it. The very fact that someone is trying to push us a banner that knows what our interests are makes our online journey all the more oppressive.
3. It's an ancient way of communicating. It's boring and shows a complete lack of interest in the audiance.True, there are exceptions, but for the most part, banners are simply a space for blatant, strenuous, and unsophisticated marketing messages. Therefore, it is not surprising that studies done in the last decade repeatedly point to "banner blindness". They have become a dead space for us. They may or may not be there, the brain simply blocks us from noticing them.
4. Banners have become bad content that litters our field of vision.The realization that we are ignoring them has spawned annoying and frustrating phenomena like pop-ups, dancing ads, messages that cannot be closed until a few seconds have passed, and full-screen takeovers. The result is an acute counter-reaction. A study conducted at the University of San Francisco found that frustration with banners can lead the surfer to a complete abandonment of the site.
5. Don't Believe Us? Jay O'Connell, also known as the inventor of the banners, said in a 2013 interview with Digiday. "I hate my invention. Most of the banners are useless," he explained, "and they interfere with us doing what we wanted." And if the founding father of the banners is unable to protect them, why should we try.