Thomas James Kelly

Thoughts on the chaos of digital marketing and research and NYC bike lanes . . . . .

The Power of Binocular Digital Advertising?

Human eyes work in a binocular fashion unlike horses, elephants, flounder and geckos. Some of these animals can't even see the food they're eating while they're eating it. Also, unlike horses and geckos, we're malleable and sometimes act with the mentality of a cat chasing a laser pointer. That's one way of saying advertising makes an impact on us.  

Taking this a little deeper, we actually have stereoscopic vision - vision wherein two separate images from two eyes are successfully combined into one image in the brain. If that's the case, wouldn't looking at two of the SAME digital display ads, both aligned on a horizontal plane, then be seen more clearly and more quickly by our brains versus the single image ads usually in the right hand gutter or at the top of the page? Why have I never seen this before - in any medium?   

The print medium would be well served to have a far left 1/4 page and a far right 1/4 page spread. But it doesn't. Similarly the digital world would be .....  Yet, after all these years in the online ad world, the only example I've seen was this AT&T effort on accuweather.com.

When you look at the page above aren't the two AT&T ads very noticeable? Look at the page as it is, then cover one of the ads with your hand or finger. One ad alone is the standard placement across most media vehicles - and it's also much easier to miss - it fades into the background. With the stereo or binocular approach, it's a clutter breaker.