The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

Serhat Peker, Gonca Gokce Menekse Dalveren and Yavuz İnal
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Serhat Peker: Department of Management Information Systems, İzmir Bakirçay University, 35665 İzmir, Turkey
Gonca Gokce Menekse Dalveren: Department of Information Systems Engineering, Atilim University, 06830 Ankara, Turkey
Yavuz İnal: Department of Information Science and Media Studies, University of Bergen, 5007 Bergen, Norway

Future Internet, 2021, vol. 13, issue 1, 1-18

Abstract: The aim of this paper is to examine the influence of the content elements of online banner ads on customers’ visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements—namely brand, discount rate and image—while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

Keywords: human computer interaction; eye-tracking; online banners; online advertising; banner advertisements (search for similar items in EconPapers)
JEL-codes: O3 (search for similar items in EconPapers)
Date: 2021
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