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… Expand
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135 Citations
Highly Influential Citations
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Background Citations
38
Methods Citations
9
Results Citations
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135 Citations

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Citation Type

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  • Computer Science, Psychology
  • AHFE
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The results indicate that multitasking decreases brand memory but only when participants do not pay attention to the banner ad. Expand
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… Expand
The effect of repetition in Internet banner ads and the moderating role of animation
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In the context of Internet banner ads, animations signal the users the existence of ads and lead to ad avoidance behavior, but after repetitive exposures they induce positive user attitude through the mere exposure effect. Expand
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