In the mid-2000s, everyone complained about the low valuation (remember "digital dimes"?) of new advertising formats and banner blindness
This solution has been developed in response to diminishing effectiveness of hitherto forms of marketing online such as advertising banners and the phenomenon of "banner blindness
" has taken root amongst consumers.
Consumer time and attention is getting lower as we move from traditional to digital (think banner blindness
, low click through rates).
We all know there is no cure for banner blindness
in digital advertising.
We wanted to look past the standard banner ads and address challenges like banner blindness
, spill over and drive more effectiveness for our campaigns and we seem to have achieved just that."
Respond solves the problem of "banner blindness
" by using call-to-action buttons to display highly relevant messages to people across a network of quality sites.