Does banner advertising still capture attention? An eye-tracking study

Q1 Business, Management and Accounting

Spanish Journal of Marketing - ESIC Pub Date : 2023-07-11 DOI:10.1108/sjme-11-2022-0236

Aline Simonetti, E. Bigné

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引用次数: 0

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.

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横幅广告还能吸引注意力吗?一项眼球追踪研究

目的本研究的目的是调查嵌入网页内容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/方法作者采用了主题内设计，让100名参与者在一个包含三个嵌入到网站内容中的横幅广告的网页上执行两项任务——阅读新闻和找到下一步点击的地方。作者收集了行为和眼球追踪数据。当消费者在做专注的任务(阅读新闻)时，他们会忽略横幅广告。阅读时对横幅的视觉关注——而不是在免费浏览时——和横幅的位置不会影响广告点击。此外，没有必要完全关注横幅广告，以便之后能够识别它。实际意义在网页的主要内容中嵌入横幅的策略，当消费者在浏览网页时，比在做专注的任务(如阅读)时，能获得更高的视觉注意力。与放置在传统位置的广告的基准水平相比，随着时间的推移，它还能提高广告的识别度。原创性/价值以前的研究主要评估的是位于网页顶部或侧面的横幅的有效性。作者使用眼动追踪作为对嵌入网页内容的横幅广告的视觉关注的客观测量，并使用行为度量来评估广告兴趣和衡量广告识别度。

本文章由计算机程序翻译，如有差异，请以英文原文为准。

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来源期刊

Spanish Journal of Marketing - ESIC Business, Management and Accounting-Marketing

CiteScore

9.10

自引率

0.00%

发文量

审稿时长

12 weeks

期刊介绍： Expected manuscript profile: SJM-ESIC is especially interested in submissions that include unique and novel contributions on the frontier of knowledge, focused on emerging areas relevant to academic research in marketing or even opening new research niches. New methodologies and techniques are particularly appreciated. SJM-ESIC welcomes a wide array of original contributions (quantitative or qualitative empirical analysis, critical literature reviews, meta-analysis, theoretical papers, agenda for future research, etc.), as well as research that cross the frontiers between marketing and other related areas. Submitted manuscripts can be focused on Spanish, Latin-American, but also any other relevant market. Agenda for Future Research: Considering the interest of the SJM-ESIC for unique and novel contributions on the frontier of knowledge, this section aims to create a space for critical reflection of new directions in which future specialized research in the marketing field should advance. The Agenda for Future Research section welcomes contributions outlining emerging opportunities in the marketing discipline derived, for example, from changes in consumers'' behaviour. New challenges in this evolving field might be also addressed. In sum, this section aims to propose new research avenues for marketing academics in order to inspire future research agendas. Leading researchers in the marketing discipline, either alone or in collaboration, are highly encouraged to contribute to this Agenda for Future Research section. Due to the particularities of this type of contributions, no restrictions on manuscript structure apply.