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…
149 Citations
The Impact of Animated Banner Ads on Online Consumers: A Feature-Level Analysis Using Eye Tracking
- BusinessJ. Assoc. Inf. Syst.
- 2021
It is found that online consumers’ attention positively affects their recall performance, indicating that task is an important boundary condition when applying attention theories.
Judgments at Gaze Value: Gaze Cuing in Banner Advertisements, Its Effect on Attention Allocation and Product Judgments
- BusinessFront. Psychol.
- 2017
While animation in banner advertising constitutes a salient feature that captures consumers’ visual attention, gaze cuing can be an effective tool for driving viewers’ attention toward specific elements in the advertisement and even shaping consumers' intentions to purchase the advertised product.
Visual Attention and Recall in Website Advertisements: An Eye Tracking Study
- PsychologyAHFE
- 2017
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
- BusinessSpanish Journal of Marketing - ESIC
- 2021
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 .
- Business
- 2017
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
- BusinessInternational Journal of Advertising
- 2018
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
- BusinessJournal of Advertising
- 2021
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
- Business, ArtComput. Hum. Behav.
- 2015
The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study
- BusinessFuture Internet
- 2021
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
- PsychologyBehav. Inf. Technol.
- 2016
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.
References
SHOWING 1-10 OF 79 REFERENCES
Is Banner Blindness Genuine? Eye Tracking Internet Text Advertising
- Business
- 2011
Summary: Over the last decade or so, the Internet has become a privileged media for advertisement. Despite this increase in popularity, several studies suggested that Internet users ‘avoid’ looking…
Does Animation Attract Online Users' Attention? The Effects of Flash on Information Search Performance and Perceptions
- Psychology, Computer ScienceInf. Syst. Res.
- 2004
Examining flash animation's effects on online users' performance and perceptions in both task-relevant and task-irrelevant information search contexts suggests that processing information about an item depends not only on the attention it attracts per se, but also on the Attention that other items on the same screen attract.
Processing of animation in online banner advertising: The roles of cognitive and emotional responses
- Business
- 2005
Marketers often compete to incorporate fast-moving images in their online banner ads to break through the ad clutter, in the hope for a positive perception of the ads. However, the findings of this…
How different information types affect viewer's attention on internet advertising
- Business, Computer ScienceComput. Hum. Behav.
- 2011
Eye Fixations on Advertisements and Memory for Brands: A Model and Findings
- Business
- 2000
The model is applied in a study involving a sample of 88 consumers who were exposed to 65 print ads appearing in their natural context in two magazines and shows how the model supports advertising planning and testing and offers recommendations for further research on the effectiveness of brand communication.
AROUSAL, MEMORY, AND IMPRESSION-FORMATION EFFECTS OF ANIMATION SPEED IN WEB ADVERTISING
- Psychology
- 2004
Animated advertisements on the Web come in a variety of shapes, sizes, and colors; they also animate at different speeds. Although recent studies have shown animated ads to be more effective than…
Internet advertising: Is anybody watching?
- Business
- 2003
Click-through rates are still the de facto measure of Internet advertising effectiveness. Unfortunately, click-through rates have plummeted. This decline prompts two critical questions: (1) Why do…
Attention Capture and Transfer in Advertising: Brand, Pictorial, and Text-Size Effects
- Business, Art
- 2004
The three key ad elements (brand, pictorial, and text) each have unique superiority effects on attention to advertisements, which are on par with many commonly held ideas in marketing practice. This…
Breaking Through the Clutter: Benefits of Advertisement Originality and Familiarity for Brand Attention and Memory
- BusinessManag. Sci.
- 2002
A stochastic model of the influence that ad originality and familiarity have on consumers' eye fixations to the key elements of advertisements--brand, text, and pictorial--and how the information extracted during eyefixations promotes memory for the advertised brand is used.
High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten
- BusinessTCHI
- 2005
Two experiments into the effect of banner ads on visual search show both animated and static commercial banners decrease visual search speeds and, surprisingly, that animated banners are more difficult to remember than static look-alikes.