The Impacts of Banner Format and Animation Speed on Banner Effectiveness: Evidence From Eye Movements

• In Event: Processes Underlying Advertising and Consumer Behavior

Abstract

Given that banner ads 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 formats and animation speed on users’ attention, recall, and attitude towards banners. In terms of attention, both the main effects and the interaction effects were significant and the patterns varied across time. However, no significant effects were found on recall and attitudes.

Authors

• Kang Li, Michigan State University

• Guanxiong Huang, Michigan State U

• Gary Bente, U of Cologne