 The Effects of Animation and Format on the Perception and Memory of Online AdvertisingJarmo Kuisma, Jaana Simola, Liisa Uusitalo and Anssi Öörni Journal of Interactive Marketing, 2010, vol. 24, issue 4, 269-282 Abstract: Based on a general framework of consumer perception and processing of advertising, this study examines the impact of animation and ad format on the attention and memorization of online ads. Consumer attention to a variety of real-world ads was measured with eye tracking and ad memory was assessed with recognition and recall tests. The results suggest that on average, animation had little or no effect on attention. We did nevertheless observe a strong interaction effect between animation and ad format, which suggests that the effect of animation is conditioned by ad format. Animation has a positive effect on attention to skyscrapers, but a negative one on attention to banners. As to memorization, animation improved recognition effects, but mainly for banners. Surprisingly, consumers could recognize ads without having looked at them, which suggests that online consumers are especially parsimonious in allocating their focal attention and memory resources to irrelevant ads when they are involved in other tasks. Keywords: Online advertising; Animation; Format; Eye movements; Attention; Memory (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:joinma:v:24:y:2010:i:4:p:269-282 DOI: 10.1016/j.intmar.2010.07.002 Access Statistics for this article Journal of Interactive Marketing is currently edited by B. T. Ratchford More articles in Journal of Interactive Marketing from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.