The Effects of Animated Banner and Pop-Up Ads on Commercial Websites

Abstract

This chapter explores the effects of two specific message-delivery techniques frequently adopted by online stores: continuously animated site banners and unexpected pop-up ads. Results from 128 surveys collected in a two-by-two factorial design showed that each of the two techniques had a significant effect on perceived irritation in the hypothesized direction. This chapter also confirmed that perceived irritation has a significant negative relationship with a visitor’s attitude toward the Web site. This study fills a vacuum in academic research with respect to the negative effects of Web advertising and advises caution in the deployment of certain techniques. This chapter encourages future research exploring the effects of cross-site ads on consumer attitude and advocates additional studies linking format attributes and presentation techniques with attitudinal consequences in the design of commercial Web sites.