Universität zu Köln

Li, Kang, Huang, Guanxiong ORCID: 0000-0002-8588-1454 and Bente, Gary (2016). The impacts of banner format and animation speed on banner effectiveness: Evidence from eye movements. Comput. Hum. Behav., 54. S. 522 - 531. OXFORD: PERGAMON-ELSEVIER SCIENCE LTD. ISSN 1873-7692

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Abstract

Given that banner ad investment is huge and keeps increasing, the effectiveness of banners is important for advertising practitioners and is worth attention from academics. Banner properties (e.g. format and animation) may influence the overall effectiveness of banners. However, research on how banner formats (e.g. location and orientation) affect banner effectiveness is still in its early stage and studies on how animation influences banner effectiveness have also found controversial results. By conducting an experiment using eye-tracking technology, this study investigated the impacts of banner properties, especially animation speed and format, on users' attention, recall, and attitudes towards banners. In terms of attention, both the main effects and the interaction effect were significant and the patterns varied across time. However, no significant effects were found on recall and attitudes. (C) 2015 Elsevier Ltd. All rights reserved.

Item Type:	Journal Article
Creators:	Creators Email ORCID ORCID Put Code Li, Kang UNSPECIFIED UNSPECIFIED UNSPECIFIED Huang, Guanxiong UNSPECIFIED orcid.org/0000-0002-8588-1454 UNSPECIFIED Bente, Gary UNSPECIFIED UNSPECIFIED UNSPECIFIED
URN:	urn:nbn:de:hbz:38-292570
DOI:	10.1016/j.chb.2015.08.056
Journal or Publication Title:	Comput. Hum. Behav.
Volume:	54
Page Range:	S. 522 - 531
Date:	2016
Publisher:	PERGAMON-ELSEVIER SCIENCE LTD
Place of Publication:	OXFORD
ISSN:	1873-7692
Language:	English
Faculty:	Unspecified
Divisions:	Unspecified
Subjects:	no entry
Uncontrolled Keywords:	Keywords Language WORLD-WIDE-WEB; VISUAL-SEARCH; ONLINE MEDIA; MEMORY; ATTENTION; PERFORMANCE; RESPONSES; ATTITUDE; BRAND Multiple languages Psychology, Multidisciplinary; Psychology, Experimental Multiple languages
Refereed:	Yes
URI:	http://kups.ub.uni-koeln.de/id/eprint/29257