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Gamification is the process of adding game-like elements to non-game experiences in order to increase user engagement and motivation. It has become increasingly popular in the field of user experience (UX) design as a way to make products and services more enjoyable and interactive.

One area where gamification has been applied is in the realm of online advertising, particularly banner ads. Banner ads are a common form of advertising on the internet, and they have evolved significantly over the years. In the 1990s, a popular type of banner ad was the “duck” ad, also known as a “quack” ad.

These ads featured a small animated duck that would “waddle” across the screen, accompanied by a sound effect that was meant to imitate a duck quacking. The purpose of these ads was to grab the attention of users and entice them to click on the ad.

However, duck ads were generally seen as annoying and intrusive by users. They were often associated with low-quality websites and were criticized for being too disruptive.

As a result, duck ads fell out of favour and were replaced by more sophisticated and less annoying banner ad formats.

Despite the demise of duck ads, the idea of using game-like elements to engage users in banner ads has persisted. Modern banner ads often incorporate elements such as challenges, rewards, and social elements in an effort to increase user engagement and motivation. However, it’s important to consider the banner avoidance theory when designing gamified banner ads.

The banner avoidance theory suggests that internet users have a natural tendency to avoid clicking on banner ads, particularly if they are perceived as intrusive or annoying.

This theory is based on the idea that banner ads are often ignored by users due to their lack of relevance, overuse, or lack of trust. To be effective, banner ads must be carefully designed and targeted to ensure that they are relevant, useful, and trustworthy to the user.

What Can we Learn

So, what can we learn from the experience of duck ads in the 1990s to improve the effectiveness of gamified banner ads today? Here are a few lessons:

  1. Relevance is key: One of the main reasons why duck ads were ignored by users was because they were often not relevant to the user’s interests or needs. To increase the effectiveness of gamified banner ads, it’s important to ensure that they are relevant to the user. This can be achieved by targeting ads to specific audiences based on their interests and demographics.
  2. Avoid overuse: Another reason why duck ads were disliked by users was because they were used too frequently. Gamified banner ads should also be used sparingly to avoid annoying or overwhelming users.
  3. Foster trust: Trust is an important factor in the effectiveness of any type of advertising. To increase the likelihood that users will engage with gamified banner ads, it’s important to build trust with the user by being transparent about the purpose of the ad and respecting the user’s privacy.
  4. Keep it simple: Duck ads were criticized for being too intrusive and disruptive. Gamified banner ads should aim to be subtle and non-intrusive, while still being engaging and interactive.

By following these lessons from the 1990s, it’s possible to create gamified banner ads that are effective in increasing user engagement and motivation, while avoiding the pitfalls of the past.

In conclusion, gamification can be a powerful tool for increasing user engagement and motivation, but it’s important to consider the banner avoidance theory and other factors when determining whether it is the right approach for your product or service. By carefully designing and targeting gamified banner ads to be relevant, useful, trustworthy, and non-intrusive, you can create a more enjoyable and interactive experience for users

Estimated reading time: 4 minutes

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UX Design