Search results
1 – 10 of over 1000Aline Simonetti and Enrique Bigne
The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not…
Abstract
Purpose
The purpose of this study is to investigate how much visual attention is given to banner ads embedded in Web page content dependent on whether the user’s task is goal- or not goal-oriented, as well as the interplay between attention, banner location, banner click and banner recognition.
Design/methodology/approach
The authors used a within-subjects design where 100 participants performed two tasks – reading a news and finding where to click next – on a Web page containing three banner ads embedded into the website content. The authors gathered behavioral and eye-tracking data.
Findings
Consumers disregard banner ads when they are performing a focused task (reading news). Visual attention paid to the banners while reading – but not while free browsing – and banner location do not impact ad clicking. In addition, it is not necessary to pay full attention to a banner ad to be able to recognize it afterward.
Practical implications
The strategy of embedding banners in the main content of a Web page leads to higher visual attention when consumers are browsing a Web page compared to a focused task (e.g. reading). It also increases ad recognition over time compared to benchmark levels for ads placed in traditional positions.
Originality/value
Previous studies mainly assessed effectiveness of banners located at the top or lateral of a Web page. The authors used eye tracking as an objective measure of visual attention to banner ads embedded in Web page content and behavioral metrics to assess ad interest and measured ad recognition over time.
Objetivo
Investigar cuánta atención visual se presta a los banners publicitarios incrustados en el contenido de una página Web en función de si la tarea del usuario está orientada a un objetivo o no, así como la interacción entre la atención, la ubicación del banner, el clic en el banner y el reconocimiento del banner.
Diseño/metodología/enfoque
Se utilizó un diseño entre sujetos en el que 100 participantes realizaban dos tareas – leer una noticia y encontrar dónde hacer clic a continuación – en una página Web que contenía tres banners publicitarios incrustados en el contenido del sitio Web. Se recogieron datos conductuales y de seguimiento ocular.
Conclusiones
Los consumidores no prestan atención a los banners publicitarios cuando están realizando una tarea concentrada (leer noticias). La atención visual prestada a los banners durante la lectura – pero no durante la navegación libre – y la ubicación de los banners no influyen en el hecho de hacer clic en los anuncios. Además, no es necesario prestar toda la atención a un banner publicitario para poder reconocerlo después.
Originalidad
Los estudios anteriores evaluaban principalmente la eficacia de los banners situados en la parte superior o lateral de una página Web. Nosotros utilizamos el seguimiento ocular como medida objetiva de la atención visual a los banners incrustados en el contenido de la página Web y métricas de comportamiento para evaluar el interés por el anuncio, y medimos el reconocimiento del anuncio a lo largo del tiempo.
Implicaciones prácticas
La estrategia de incrustar banners en el contenido principal de una página Web aumenta la atención visual de los consumidores cuando navegan por una página Web en comparación con una tarea específica (por ejemplo, leer). También aumenta el reconocimiento del anuncio a lo largo del tiempo en comparación con los niveles de referencia de los anuncios colocados en posiciones tradicionales.
目的
研究用户对嵌入在网页内容中的横幅广告的视觉注意程度, 取决于用户的任务是否以目标为导向, 以及注意、横幅位置、横幅点击和横幅识别之间的相互作用。
设计/方法/途径
我们采用了主体内设计, 100名参与者在一个含有三个嵌入网站内容的横幅广告的网页上执行两项任务–阅读新闻和寻找下一步的点击位置。我们收集了行为和眼球追踪数据。
研究结果
消费者在执行重点任务(阅读新闻)时忽略了横幅广告。阅读时对横幅广告的视觉关注–而不是自由浏览时–以及横幅广告的位置并不影响广告点击。此外, 不一定要完全注意横幅广告才能在事后认出它。
原创性
以前的研究主要评估位于网页顶部或侧面的横幅广告的效果。我们用眼动仪作为对嵌入网页内容的横幅广告的视觉注意力的客观测量, 用行为指标来评估广告的兴趣, 并测量了广告在一段时间内的识别度。
实际意义
在网页的主要内容中嵌入横幅广告的策略导致消费者在浏览网页时, 与重点任务(如阅读)相比, 视觉注意力更高。与放置在传统位置的广告的基准水平相比, 它也会随着时间的推移增加广告识别度。
Details
Keywords
Qiang Yang, Yuanjian Zhou, Yushi Jiang and Jiale Huo
This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute…
Abstract
Purpose
This study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.
Design/methodology/approach
Three studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered.
Findings
The findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.
Practical implications
Creativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.
Originality/value
First, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.
Details
Keywords
Woo-Young Lee, Youngjin Hur, Dae Yeon Kim and Christopher Brigham
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and…
Abstract
Purpose
The purpose of this paper is to examine the effects of congruity and endorsement on consumer attitudes toward sports website advertisements (Aad), the advertising brand (Abr), and consumers’ future intentions (FI).
Design/methodology/approach
The current study followed a 2×3 between-subjects experimental design. Sports celebrity (or the presence or absence of a sports celebrity in a banner ad) and the level of congruity between the website and banner ad (high congruity – soccer, medium congruity – snowboard, and low congruity – computer) were the primary independent variables. Data were collected in two stages. An initial pilot study (n=40) established the reliability and validity of the scaled measures guiding this test. The second phase of data collection, the main study, was conducted over a five-day period. A random assignment of treatment conditions (i.e. exposure to one of six banner ad manipulations) was followed by a series of short surveys designed to measure the dependent variables of subjects’ cognitive ad responses (i.e. Aad, Abr, and FI).
Findings
The results indicated that participants who viewed the ad with the endorsement showed a more positive Aad than those who viewed the ad without it. The participants with a high congruity condition reported a more positive Abr and higher FI than those with low or medium congruity.
Originality/value
This study extends the application of congruity theory to banner advertisements, thereby aiding our understanding of consumers’ perceptions of advertising.
Details
Keywords
The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.
Abstract
Purpose
The paper aims to determine the effectiveness of specific online advertisements, comparing banner ads that are brand‐reinforcing versus ones that are product‐reinforcing.
Design/methodology/approach
The research uses three experimental design studies to empirically test the hypotheses based on the elaboration likelihood model (ELM) by manipulating type of online banner advertisement (brand‐type versus product‐type) and measuring individual need for cognition (NFC).
Findings
Consumers high in NFC recall product‐type banner ads more readily than those low in NFC, while brand‐type banner ads are more likely to be recalled by low‐NFC consumers. However, high‐NFC consumers recall brand‐type ads under all situational influences tested. And while consumers low in NFC recall product‐type banner ads featuring a directive better than their high‐NFC counterparts, they do not recall directive ads at a greater rate than high‐NFC consumers recall brand‐type ads.
Research limitations/implications
While previous research has found that variations in ad size, color, interactivity, and web site location affect recall, this research only measured static banner ads that appear at the top of the page. However, because it is the first to examine involvement in terms of NFC in combination with brand‐ and product‐type ads, the research sheds new light on consumer awareness of two types of banner ad strategies adopted by marketing managers today.
Practical implications
In an online context, the type of banner ads used by marketing managers should be paired with the web site based on how much time consumers spend at the site and how many pages they click through at the site. All things being equal, however, managers should favor brand‐type banner ads over product‐type banner ads.
Originality/value
The research extends understanding of ELM as it relates to type of banner ad while establishing a potential research stream for better understanding of how consumers process various types of online ads. At the same time, it provides new evidence that can help marketing managers make better strategic decisions regarding their online marketing mix.
Details
Keywords
The main purpose of this study was to determine whether users of the online social network site, Facebook, actually look at the ads displayed (briefly, to test the existence of…
Abstract
Purpose
The main purpose of this study was to determine whether users of the online social network site, Facebook, actually look at the ads displayed (briefly, to test the existence of the phenomenon known as “banner blindness” in this website), thus ascertaining the effectiveness of paid advertising, and comparing it with the number of friends' recommendations seen.
Design/methodology/approach
In order to achieve this goal, an experiment using eye‐tracking technology was administered to a total of 20 participants from a major university in the USA, followed by a questionnaire.
Findings
Findings show that online ads attract less attention levels than friends' recommendations. A possible explanation for this phenomenon may be related to the fact that ads on Facebook are outside of the F‐shaped visual pattern range, causing a state of “banner blindness”. Results also show that statistically there is no difference in ads seen and clicked between women and men.
Research limitations/implications
The sample type (undergraduate and graduate students) and the sample size (20 participants) inhibit the generalization of the findings to other populations.
Practical implications
The paper includes implications for the development of an effective online advertising campaign, as well as some proposed conceptualizations of the terms social network site and advertising, which can be used as platforms for discussion or as standards for future definitions.
Originality/value
This study fulfils some identified needs to study advertising effectiveness based on empirical data and to assess banner blindness in other contexts, representative of current internet users' habits.
Details
Keywords
Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by…
Abstract
Very low click-through rates (CTR) raise serious questions about the effectiveness of banner advertisements. However, we believe that the effect of a banner ad is not limited by clicks. Banner ad information itself can be processed by the audience.
We propose that the exposure effect of a banner ad exists even when the banner is not clicked. The results of our experiments strongly support this effect. Analyses also revealed that a non-clicked banner ad can create as strong of an exposure effect as clicked banner ads. Also, audiences that are able to recall the existence of the banner ad on a web page develop stronger implicit memory than those who cannot. Researchers are invited to re-test these interesting findings in various cultures with differing levels of Internet penetration and experience.
Rahim Hussain, Ahmed Shahriar Ferdous and Gillian Sullivan Mort
The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising…
Abstract
Purpose
The purpose of this paper is to examine whether advertising type (static or dynamic) and appeal (emotional or rational) moderate the relationship between web banner advertising frequency and consumer attitudinal response.
Design/methodology/approach
A laboratory experiment involving 400 participants was conducted to test for the moderating effect. Factorial ANOVA is used to measure brand attitude.
Findings
The results identified that the web banner advertisement type acted as a moderator between frequency and brand attitude. However, the moderating effect of banner advertisement appeal was found to be insignificant at a single banner advertisement frequency (i.e. exposure) but significantly different at a higher frequency. The study findings provide better directives for online marketers.
Practical implications
The major limitation is the fact that the impact of banner advertisement frequency was manipulated from one to five exposures. Future research needs to determine what happens after the fifth exposure, perhaps ten exposures or more, to determine the wear-out effect and in turn, to decide on the optimal frequency level in an effort to design more appropriate web communication strategies.
Social implications
The result shows that pop-up banner advertisements are intrusive, and that high level of exposures to pop-up banner advertisement could annoy online users. Thus, online advertisers should avoid repeating the pop-up banner advertisements because this could adversely affect the attitude towards the online advertising in general, and could also negatively influence attitudes towards the brand and ultimately effect online purchase.
Originality/value
This study contributes to the theory by providing more insights into the repetition effect, and comprehensive conclusions can be drawn based on the manipulation of banner advertisement frequency on different frequency levels. The research identifies that if the communication objective is to generate brand attitude, different strategies can be adopted depending on the banner advertisement type (pop-up vs static) and banner advertisement appeal (emotional vs rational).
Details
Keywords
Anca C. Micu and Iryna Pentina
The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online…
Abstract
Purpose
The purpose of this paper is to examine the applicability of the economics of information-driven product categorization – search vs experience products – when investigating online brand advertising and news synergies.
Design/methodology/approach
Randomized controlled post-test experiment with over 400 participants in three treatment groups involving exposures to paid advertising (banner ad-plus-banner ad) and publicity (news article-plus-banner ad and banner ad-plus-news article) for four products. Questionnaire upon web site exit tested differences in brand attitudes among treatment groups and product categories.
Findings
Findings indicate that including news about the brand in the online brand communication mix – either before or after ads – generates higher brand attitude scores for experience products. For search products sequence matters and brand attitudes are more positive when consumers are exposed to news articles first followed by advertisements.
Research limitations/implications
Findings limited to the four product categories and student participants.
Practical implications
When promoting search goods online, brand managers should include publicity only before display advertising efforts. For experience goods, publicity generates higher brand attitude scores when included either before or while running display advertising.
Originality/value
First study examining online publicity and advertising synergies from an economics of information theory perspective separating search from experience goods when promoting new/unknown brands online. In the online environment, the line between journalistic/news and promotional/advertising text-based content has become increasingly blurred. Compared to paid online advertising, using third-party attributed communications sources like publicity increases message credibility. Adding product-related news and blog articles to banner advertisements may benefit from synergistic effects and have consumers process the brand message more extensively. The order of exposure to the different brand messages matters when promoting search as opposed to experience products online.
Details
Keywords
Eric J. Newman, Donald E. Stem and David E. Sprott
Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is…
Abstract
Of the many approaches to building a brand’s image on the Internet, a Web site is one of the most important tools for managers. An important decision made by Web site managers is whether to place banner advertisements on their brand’s Web site (e.g. The New Yorker Web site placing an ad for polo.com). While banner advertisements are widespread in the marketplace, it is unclear whether Web sites containing such advertisements may be harming themselves by such a practice. This study addresses this issue by investigating the impact of banner advertisement and Web site congruity on consumer attitudes toward a brand’s Web site. The results of an experiment indicate that if managers include such advertisements on their Web site, these advertisements should be consistent with the Web site brand and that certain consumer characteristics should be considered. Implications of the research for brand management and advertising on the Internet are provided.
Details
Keywords
The purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost…
Abstract
Purpose
The purpose of this exploratory, data-driven study is to identify the optimal banner advertising strategies for achieving different business metric goals, such as effective cost per activity, via unique predictive modelling methods.
Design/methodology/approach
The k-fold cross-validation method is used to build predictive models to analyze 18,956 online banner advertising records.
Findings
Banner ads with high visual complexity and attractive offers tend to draw users to participate in online activities, whereas voluntary banner ads with low visual complexity tend to draw user clicks. Further, banner ads with lower visual complexity tend to have lower costs. Finally, the third quarter of a year is the most important period for online advertising campaigns in terms of achieving the optimal effectiveness and cost for running internet banner ads.
Research limitations/implications
As only visual and temporal characteristics of internet banner ads are covered in this study, future research should concentrate on the specific language within each banner ad message. Further, this study does not specifically tie internet-specific metrics, such as activities, costs and clicks to business metrics, such as revenue and profit.
Practical implications
Advertisers can use the findings from this study to create an effective and cost-efficient banner advertising strategy. Specifically, firms should use larger banner ads with features and offers, advertise at the end of the year and use caution with rich media expandable banners and banner ad videos as they can significantly increase costs.
Originality/value
This is one of the first exploratory studies to use the k-fold cross-validation method to build predictive models to identify visual and temporal factors that significantly impact the effectiveness and cost of internet banner ads.
Details