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CHI
2004
ACM

Banner ads hinder visual search and are forgotten

11 years 12 months ago
Banner ads hinder visual search and are forgotten
Banner ads persist on the Internet in spite of evidence against their efficacy. Many ads include animation in an attempt to increase their attentional capture. An experiment was conducted to examine how various banner ads affect the visual search of news headlines on the Web, and whether participants could recall the ads they saw. The results both support and contradict the notion of "banner blindness," the idea that people ignore banner ads. Participants could not recall the ads that they saw, but those ads did distract the users and significantly increased search times. The most surprising result is that recall was especially bad for animated banners. This paper examines issues of attentional capture in an applied domain and provides guidance for web designers. Author Keywords Animation, visual search, banner ads, memory, World Wide Web. ACM Classification Keywords H.5.2. User Interfaces: GUI, Screen Design
Moira Burke, Nicholas Gorman, Erik Nilsen, Anthony
Added 01 Dec 2009
Updated 01 Dec 2009
Type Conference
Year 2004
Where CHI
Authors Moira Burke, Nicholas Gorman, Erik Nilsen, Anthony J. Hornof
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