Where to Place an Online Ad: An Eye-Tracking Experiment

Daniela Ioniță () and Lucian-Florin Onișor ()
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Daniela Ioniță: The Bucharest University of Economic Studies
Lucian-Florin Onișor: The Bucharest University of Economic Studies
Authors registered in the RePEc Author Service: Lucian-Florin Onișor

Journal of Emerging Trends in Marketing and Management, 2019, vol. 1, issue 1, 12-23

Abstract: Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to investigate if Internet users are looking at advertisements and where they are looking at. An eye-tracking experiment was designed to test how much attention- in terms of fixation time and fixation counts - is allocated to advertisements when users are performing different online tasks. Tasks were selected based on complexity – low/high complexity – and involvement – low/high involvement. The results revealed that the longer it takes to accomplish a task, the more the user will look at advertisements. Regardless of task, users pay the most attention to the top advertising area followed by downright advertising area. Even if the study has some limitations, it has also some valuable managerial recommendations.

Keywords: Online Ad; Eye-Tracking; Attention; Advertisement; Internet. (search for similar items in EconPapers)
JEL-codes: C91 D83 L81 M31 M37 (search for similar items in EconPapers)
Date: 2019
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Persistent link: https://EconPapers.repec.org/RePEc:aes:jetimm:v:1:y:2019:i:1:p:12-23

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