Modeling the effect of habituation on banner blindness as a function of repetition and search type

2010 ◽  
Author(s):  
Felix Portnoy ◽  
Gary Marchionini
Keyword(s):  
Banner Blindness

Publicidade Nativa como Prevenção do Banner Blindness

2020 ◽  
pp. 219-238
Author(s):  
Patrícia Sampaio Nunes ◽  
José Gabriel Andrade
Keyword(s):  
Banner Blindness

Banner Blindness: The Irony of Attention Grabbing on the World Wide Web

1998 ◽  
Vol 42 (5) ◽  
pp. 463-467 ◽  
Author(s):  
Jan Panero Benway
Keyword(s):  
World Wide Web ◽  
World Wide ◽  
The Other ◽  
Controlled Conditions ◽  
The World ◽  
Web Designers ◽  
Do So ◽  
Banner Blindness

Web designers attempt to draw attention to important links by making them distinctive. However, when users are asked to find specific items, they often overlook these distinctive banners. The irony of “banner blindness” is that the user who really wants to find the information the designer has highlighted is not likely to do so. In the experiments reported here, banner blindness is reproduced under controlled conditions. Banners located higher on the page and therefore further from the other page links were missed more often than banners located lower on the page and closer to the other links. Banners were missed more often when located on pages containing links to categories than when located on pages with links to specific items. Users saw banners hardly at all when clicking a banner was not required to accomplish a task.

A MILP approach to the optimization of banner display strategy to tackle banner blindness

2015 ◽  
Vol 24 (2) ◽  
pp. 473-488 ◽  
Author(s):  
Martina Zouharová ◽  
Jan Zouhar ◽  
Zdeněk Smutný
Keyword(s):  
Banner Blindness

High-cost banner blindness

2005 ◽  
Vol 12 (4) ◽  
pp. 423-445 ◽  
Author(s):  
Moira Burke ◽  
Anthony Hornof ◽  
Erik Nilsen ◽  
Nicholas Gorman
Keyword(s):  
Banner Blindness

Beating the Banner Blindness Blues

2002 ◽  
Vol 2 (4) ◽  
pp. 125-127 ◽  
Author(s):  
Jeffrey Perkins ◽  
Randy Patterson
Keyword(s):  
Banner Blindness

scholarly journals The Perceptual Load Effect On Target Detection In Banner Blindness

2020 ◽  
Author(s):  
Ksenia Gorbatova ◽  
Grigoriy Anufriev ◽  
Elena Gorbunova
Keyword(s):  
Target Detection ◽  
Perceptual Load ◽  
Load Effect ◽  
Banner Blindness

The Right Format of Internet Advertising (RFIA)

2013 ◽  
Vol 26 (2) ◽  
pp. 20-42 ◽  
Author(s):  
Payam Hanafizadeh ◽  
Mehdi Behboudi
Keyword(s):  
Theoretical Model ◽  
Latent Variables ◽  
Product Type ◽  
Internet Advertising ◽  
Product Involvement ◽  
Factors Affecting ◽  
Advertising Strategy ◽  
The Right ◽  
Banner Blindness

This study was designed to provide some insights into how Iranian marketers can find the right format of Internet advertising. Recent negative trends in Internet advertising, such as “banner blindness” and extremely low click-through rates, make it imperative to study various factors affecting the right format of Internet advertising. Therefore, this study builds a comprehensive theoretical model explaining how marketers are able to find the right format of Internet advertising. Accordingly, seven latent variables related to the right format of Internet advertising were examined: objective ad features, subjective ad features, product type, user types, ad types, advertising strategy, and ICT condition. It was found that these constructs successfully explain how marketers can find the right format of Internet advertising. Product involvement is found to be the most significant antecedent explaining the right format of Internet advertising.

Reintegrating the Ad

2015 ◽  
Vol 27 (2) ◽  
pp. 64-77 ◽  
Author(s):  
Diana Rieger ◽  
Franzisca Bartz ◽  
Gary Bente
Keyword(s):  
Information Processing ◽  
Visual Attention ◽  
Eye Tracking ◽  
Contact Time ◽  
Visual Awareness ◽  
Right Hand ◽  
Banner Ads ◽  
The Right ◽  
Banner Blindness

Banner ads – often placed on the right-hand side of a website – are prone to lose their effectiveness due to banner blindness. The current study investigated whether context congruency was able to increase the banner’s impact. Our study tested context congruencies (pictures or text elements or both) and their impact on awareness, retention, and attitude toward an advertisement. We used eye tracking to account for effects on visual attention relative to contact time and further information processing. Results indicated that complete context congruency including both visual and textual elements leads to higher visual awareness, better retention, and better attitudes toward the advertisement.

scholarly journals BANNER BLINDNESS ЯК МЕХАНІЗМ ЗАКРІПАЧЕННЯ СУБ’ЄКТА: СИМВОЛІЧНА КОМУНІКАЦІЯ VERSUS РЕАЛЬНИЙ ДІАЛОГ

2021 ◽  
pp. 274-286
Author(s):  
Нонна Валеріївна Кондрашова
Keyword(s):  
Banner Blindness

Мета статті — розкрити феномен «екранної сліпоти» як репресивний механізм зачарування кліповими образами віртуальної реальності в постмодерних проєктах. Методологія дослідження. Для досягнення поставленої мети було застосовано медійний, психоаналітичний, феноменолого-герменевтичний та діалогічний підходи, які дали змогу визначити розбіжність між екранним зачаруванням споживача кліповими образами, що роблять людину духовно «сліпою» до онтологічного досвіду та потребою у реставрації критично мислячої особистості у світі потоків інформації на засадах альтерглобалізму. Наукова новизна. Надано нове критичне розуміння екрана як нашарування панівних означників, що є кодами бажання, екстрапольованого в цифру (Символічного Реального). У межах психоаналітичного тлумачення екранної культури як способу входження індивіда в репресивний екран визначено механізми маніпулятивної комунікації з ідеальними двійниками інших, що набувають уявних сценаріїв непроникних співрозмовників, провокуючи споживача до віддавання своєї свободи волі штучному інтелекту машини. Висновки. Проаналізовано альтерглобалізм, заснований на етиці діалогу з Іншим як вияві нової щирості неомодерну, що приходить на зміну кліповості, ризомі, динаміці інформації та деконструкції суб’єкта в символічній гегемонії. Встановлено, що соціальні комунікації будуються на грі в одночасну схожість та несхожість; в їх основі — інформаційна війна витончених форм (smart force), відповідно до яких впливати необхідно не на свідомість, а на позасвідомі алгоритми дій суперника, чергуючи примус і спокусу, покарання та зачарування. Виявлено елементи глобального контролю за маскою мультикультурності, в межах якої політика видає себе за власну відсутність, ідеологія — за незаангажованість, насилля — за ніжність, агресія — за милосердя і терпимість.

How to overcome online banner blindness? A study on the effects of creativity

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Qiang Yang ◽  
Yuanjian Zhou ◽  
Yushi Jiang ◽  
Jiale Huo
Keyword(s):  
Boundary Conditions ◽  
Online Advertising ◽  
Visual Saliency ◽  
Online Marketing ◽  
Web Pages ◽  
Web Page ◽  
Content Type ◽  
Banner Ads ◽  
User Tasks ◽  
Banner Blindness

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.

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