{"title":"横幅广告还能吸引注意力吗?一项眼球追踪研究","authors":"Aline Simonetti, E. Bigné","doi":"10.1108/sjme-11-2022-0236","DOIUrl":null,"url":null,"abstract":"Purpose\nThe 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.\n\nDesign/methodology/approach\nThe 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.\n\nFindings\nConsumers 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.\n\nPractical implications\nThe 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.\n\nOriginality/value\nPrevious 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.\n","PeriodicalId":37428,"journal":{"name":"Spanish Journal of Marketing - ESIC","volume":null,"pages":null},"PeriodicalIF":0.0000,"publicationDate":"2023-07-11","publicationTypes":"Journal Article","fieldsOfStudy":null,"isOpenAccess":false,"openAccessPdf":"","citationCount":"0","resultStr":"{\"title\":\"Does banner advertising still capture attention? An eye-tracking study\",\"authors\":\"Aline Simonetti, E. Bigné\",\"doi\":\"10.1108/sjme-11-2022-0236\",\"DOIUrl\":null,\"url\":null,\"abstract\":\"Purpose\\nThe 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.\\n\\nDesign/methodology/approach\\nThe 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.\\n\\nFindings\\nConsumers 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.\\n\\nPractical implications\\nThe 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.\\n\\nOriginality/value\\nPrevious 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.\\n\",\"PeriodicalId\":37428,\"journal\":{\"name\":\"Spanish Journal of Marketing - ESIC\",\"volume\":null,\"pages\":null},\"PeriodicalIF\":0.0000,\"publicationDate\":\"2023-07-11\",\"publicationTypes\":\"Journal Article\",\"fieldsOfStudy\":null,\"isOpenAccess\":false,\"openAccessPdf\":\"\",\"citationCount\":\"0\",\"resultStr\":null,\"platform\":\"Semanticscholar\",\"paperid\":null,\"PeriodicalName\":\"Spanish Journal of Marketing - ESIC\",\"FirstCategoryId\":\"1085\",\"ListUrlMain\":\"https://doi.org/10.1108/sjme-11-2022-0236\",\"RegionNum\":0,\"RegionCategory\":null,\"ArticlePicture\":[],\"TitleCN\":null,\"AbstractTextCN\":null,\"PMCID\":null,\"EPubDate\":\"\",\"PubModel\":\"\",\"JCR\":\"Q1\",\"JCRName\":\"Business, Management and Accounting\",\"Score\":null,\"Total\":0}","platform":"Semanticscholar","paperid":null,"PeriodicalName":"Spanish Journal of Marketing - ESIC","FirstCategoryId":"1085","ListUrlMain":"https://doi.org/10.1108/sjme-11-2022-0236","RegionNum":0,"RegionCategory":null,"ArticlePicture":[],"TitleCN":null,"AbstractTextCN":null,"PMCID":null,"EPubDate":"","PubModel":"","JCR":"Q1","JCRName":"Business, Management and Accounting","Score":null,"Total":0}
Does banner advertising still capture attention? An eye-tracking study
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.
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.