Dive Brief:
- Post-it has found a way to make the often-ignored banner ads useful and relevant -- to consumers -- while also pushing its own brand.
- The brand is using retargeting technology -- the kind that keeps the items you viewed from around the web popping up in ads wherever you surf -- to remind users of events or to-do items.
- Users can write a reminder on a virtual Post-it note within the display ad and then that ad will start popping up as a retargeted banner ad.
Dive Insight:
"Banner blindness" has become a big challenge in digital marketing and display ads. It's been reported as much as 86% of consumers suffer from banner blindness, ignoring the display ads before them.
Post-it's clever solution helps to combat both banner blindness and the annoyance associated with retargeted ads, by being directly useful to consumers. The question remains how much other advertisers are willing to shell out to compete with Post-it for ad space.
