Tracy Woodworth, Media Analyst at Convertro (http://www.convertro.com/) discusses the hazards of placing flash or audio in your online banners. Woodworth argues that this over exposure can lead to diminishing returns.
- Flash or audio in your banners can eventually become irritating to users
- Overexposure= diminishing returns
Banner burnout is the equivalent of watching a Super Bowl commercial way so many times. After a certain point, the (joke’s) not funny anymore and it’s just not effective. And the thing is because a lot of times, banners can have flash in them or they can have some editorial component to it. It can become quite obnoxious to people very quickly. The first couple of times, it’s pretty cute. But after awhile, you have what’s called banner burnout.
And when you start to get an over-exposure, that will equate to diminishing returns. People will start to feel very negative towards your product. They’ll feel very negative towards your ad. And you’ll really want to take a look and manage your frequency caps whenever doing display advertising or using really just any type of banner in general, and that can be an e-mail. That can just be on TV. You can do scrolls, and just any type of banner.
Keep an eye on your frequency. They’re really effective but just make sure you have them in a high rotation and that you’re changing them out pretty often.