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Display Ads Effectiveness: An Eye Tracking Investigation
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Author(s): Dionysia Filiopoulou (University of Patras, Greece), Maria Rigou (University of Patras, Greece)and Evanthia Faliagka (Western Greece University of Applied Sciences, Greece)
Copyright: 2019
Pages: 26
Source title:
Business Transformations in the Era of Digitalization
Source Author(s)/Editor(s): Karim Mezghani (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)and Wassim Aloulou (Al Imam Mohammad Ibn Saud Islamic University, Saudi Arabia & University of Sfax, Tunisia)
DOI: 10.4018/978-1-5225-7262-6.ch012
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Abstract
The average web user receives numerous advertising messages while browsing online and the formats of such digital marketing stimuli are constantly increasing in number and degree of intrusiveness. This chapter investigates the effectiveness of different types of display advertising by means of an eye-tracking study combined with a pre- and a post-test questionnaire with the purpose of collecting quantitative and qualitative data concerning ad visibility and interaction. Eye gaze data are particularly revealing when examining visual stimuli and they become more valuable when associated with asking users to recall seeing an advertising message we know they fixated on. Moreover, the study aimed to look into whether banner blindness still applies regardless of the type of display ad used, whether the visual pattern remains F-shaped, the effect of placing ads below the fold, how effective trick banners are, and which types of ads are annoying to users.
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