Discovering banner blindness for different banner formats: An eye-tracking study

Bilge İspir; Deniz Kılıç; G. Motif Atar

Makale detayları

Discovering banner blindness for different banner formats: An eye-tracking study

Yazarlar:

Bilge İspir | Deniz Kılıç | G. Motif Atar

Yayıncı:

Istanbul University

Ana Başlıklar:

Grafikler | Artırılmış Gerçeklik ve Oyunlar (Diğer)

Dergi:

Connectist: Istanbul University Journal of Communication Sciences Issue 64, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001287600

pISSN:

2636-8943

Anahtar kelimeler:

Özet:

 Banner blindness is ignoring the ads on internet websites either consciously or unconsciously, and it has been recently used as one of the new terms in the digital world. Advertisers struggle to overcome this blindness and get the audience to notice banners. Moreover, they work on creative advertisement ideas. As banner blindness increases, brands have to be more attentive and careful about where and how to use their banners. Therefore, advertisements must primarily be remarkable. In this study, measurements for banner blindness and attention variables were made by an eye-tracking device. In the 4x2 factorial experimental study, a news website was designed, and banners were created and placed on the website. 160 students took part in the experiment in an isolated room individually. According to the results, left-side banners and top-side banners got more fixation. The participants fixated at least once on horizontal banners more than vertical banners. The free surfing group found online ads more informative and believable than the focused group. If users focus on the website content, they cannot remember ad names and do not look at the banners. Therefore, the free surfing group remembered more ads than the focusing group. Banner type visual or text-based was not significantly effective on fixation.

 Banner blindness is ignoring the ads on internet websites either consciously or unconsciously, and it has been recently used as one of the new terms in the digital world. Advertisers struggle to overcome this blindness and get the audience to notice banners. Moreover, they work on creative advertisement ideas. As banner blindness increases, brands have to be more attentive and careful about where and how to use their banners. Therefore, advertisements must primarily be remarkable. In this study, measurements for banner blindness and attention variables were made by an eye-tracking device. In the 4x2 factorial experimental study, a news website was designed, and banners were created and placed on the website. 160 students took part in the experiment in an isolated room individually. According to the results, left-side banners and top-side banners got more fixation. The participants fixated at least once on horizontal banners more than vertical banners. The free surfing group found online ads more informative and believable than the focused group. If users focus on the website content, they cannot remember ad names and do not look at the banners. Therefore, the free surfing group remembered more ads than the focusing group. Banner type visual or text-based was not significantly effective on fixation.

 Banner blindness is ignoring the ads on internet websites either consciously or unconsciously, and it has been recently used as one of the new terms in the digital world. Advertisers struggle to overcome this blindness and get the audience to notice banners. Moreover, they work on creative advertisement ideas. As banner blindness increases, brands have to be more attentive and careful about where and how to use their banners. Therefore, advertisements must primarily be remarkable. In this study, measurements for banner blindness and attention variables were made by an eye-tracking device. In the 4x2 factorial experimental study, a news website was designed, and banners were created and placed on the website. 160 students took part in the experiment in an isolated room individually. According to the results, left-side banners and top-side banners got more fixation. The participants fixated at least once on horizontal banners more than vertical banners. The free surfing group found online ads more informative and believable than the focused group. If users focus on the website content, they cannot remember ad names and do not look at the banners. Therefore, the free surfing group remembered more ads than the focusing group. Banner type visual or text-based was not significantly effective on fixation.

 Banner körlüğü, internet sitelerindeki reklamların bilinçli veya bilinçsiz olarak göz ardı edilmesidir ve son zamanlarda dijital dünyanın yeni terimlerinden biri olarak kullanılmaya başlanmıştır. Reklamcılar bu körlüğün üstesinden gelmek ve izleyicilere bannerları fark ettirmek için mücadele etmektedir. Ayrıca reklamcılar daha yaratıcı reklam fikirleri üzerinde çalışmaktadırlar. Banner körlüğü arttıkça, markaların bannerlarını nerede ve nasıl kullanacakları konusunda daha özenli ve dikkatli olmaları gerekmektedir. Bu nedenle, reklamlar öncelikle dikkat çekici olmalıdır. Bu çalışmada, göz izleme eye-tracking cihazı ile banner körlüğü ve dikkat değişkenlerine yönelik ölçümler yapılmıştır. 4x2 faktöriyel tasarım çalışmasında, bir haber sitesi tasarlanmış ve bannerlar oluşturularak siteye yerleştirilmiştir. Deneye izole bir odada 160 öğrenci bireysel olarak katılmıştır. Araştırmanın sonuçlara göre, sol taraftaki bannerlara ve üst taraftaki bannerlara daha fazla sabitlenme olmuştur. Katılımcılar en az bir kez yatay bannerlara, dikey bannerlara göre daha fazla odaklanmışlardır. İnternet sitesinde serbest gezinen grup çevrimiçi reklamları, odaklanan gruba göre daha bilgilendirici ve inandırıcı bulmuştur. Kullanıcılar web sitesi içeriğine odaklanırsa, reklam adlarını hatırlayamamakta ve bannerlara bakmamaktadır. Bu nedenle serbest gezinen grup, odak grubundan daha fazla reklamı hatırlamıştır. Banner türü görsel veya metin tabanlı sabitleme üzerinde önemli ölçüde etkili değildir.

Makale detayları

Discovering banner blindness for different banner formats: An eye-tracking study

Yazarlar:

Bilge İspir | Deniz Kılıç | G. Motif Atar

Yayıncı:

Istanbul University

Ana Başlıklar:

Grafikler | Artırılmış Gerçeklik ve Oyunlar (Diğer)

Dergi:

Connectist: Istanbul University Journal of Communication Sciences Issue 64, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001287600

pISSN:

2636-8943

Banners

banner blindness

eye-tracking

online advertisement

ad avoidanceBanner

banner körlüğü

göz takibi

çevrimiçi reklam

reklamdan kaçınma

Sayı

Makale detayları

Yazarlar: Bilge İspir | Deniz Kılıç | G. Motif Atar

Yayıncı: Istanbul University

Ana Başlıklar: Grafikler | Artırılmış Gerçeklik ve Oyunlar (Diğer)

Dergi: Connectist: Istanbul University Journal of Communication Sciences Issue 64, pp.99-121

Belge Tipi: Makale

Yayın Tarihi: 7/2023

Belge Dili: İngilizce

Document ID (Org No.): 2001287600

pISSN: 2636-8943

Sayı

Yazarlar:

Bilge İspir | Deniz Kılıç | G. Motif Atar

Yayıncı:

Istanbul University

Ana Başlıklar:

Grafikler | Artırılmış Gerçeklik ve Oyunlar (Diğer)

Dergi:

Connectist: Istanbul University Journal of Communication Sciences Issue 64, pp.99-121

Belge Tipi:

Makale

Yayın Tarihi:

7/2023

Belge Dili:

İngilizce

Document ID (Org No.):

2001287600

pISSN:

2636-8943