Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach

@article{Lee2012AttentionTB,
  title={Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach},
  author={Joowon Lee and Jae-Hyeon Ahn},
  journal={International Journal of Electronic Commerce},
  year={2012},
  volume={17},
  pages={119 - 137}
}
As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad effectiveness. However, exposure does not guarantee a user's attention, an issue especially relevant to the Internet, where ad avoidance occurs most frequently. And if an ad is noticed, the message may or may not remain in the consumer's memory after cognitive processing. However, even if the advertising message is not consciously remembered, the exposure can be unconsciously processed and subsequently… 
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149 Citations
Highly Influential Citations
9
Background Citations
48
Methods Citations
13
Results Citations
6

149 Citations

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TLDR
The findings showed that the participants paid less attention to the ads than the website’s actual content (editorial text and pictures), and females were better able to remember ads compared to males, and the ads remembered by both genders were largely the same.
The influence of banner position and user experience on recall. The mediating role of visual attention
Purpose This study aims to analyse the effectiveness of a static promotional banner located on a hotel reservation website in terms of capturing the visitor’s visual attention by exploring how this…
Advertising and memory : The modulation of eye vergence applied in marketing .
Eye tracking is an objective way to test whether advertisements draw attention and cause the consumer to remember the message and brand that is presented. Fixations are the most common measure in…
Using eye-tracking to understand the impact of multitasking on memory for banner ads: the role of attention to the ad
TLDR
The results indicate that multitasking decreases brand memory but only when participants do not pay attention to the banner ad.
To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context
Abstract Online advertising banners are often subject to banner blindness, meaning that people avoid looking at them. The current study examines whether web surfing while watching television, a form…
The effect of repetition in Internet banner ads and the moderating role of animation
The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
TLDR
The results showed that the image was the most attractive area among the three main content elements of online banner ads, and the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of bannersWith lower discount rates.
Distraction effects of contextual advertising on online news processing: an eye-tracking study
TLDR
The findings show that readers were more likely to be persuaded by weaker arguments when the article was presented alongside highly relevant display ads than when the articles wasPresented alongside less relevant ads.
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