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Display Ads Effectiveness: An Eye Tracking Investigation

Display Ads Effectiveness: An Eye Tracking Investigation

Dionysia Filiopoulou, Maria Rigou, Evanthia Faliagka
Copyright: © 2019 |Pages: 26
ISBN13: 9781522572626|ISBN10: 1522572627|EISBN13: 9781522572633
DOI: 10.4018/978-1-5225-7262-6.ch012
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MLA

Filiopoulou, Dionysia, et al. "Display Ads Effectiveness: An Eye Tracking Investigation." Business Transformations in the Era of Digitalization, edited by Karim Mezghani and Wassim Aloulou, IGI Global, 2019, pp. 205-230. https://doi.org/10.4018/978-1-5225-7262-6.ch012

APA

Filiopoulou, D., Rigou, M., & Faliagka, E. (2019). Display Ads Effectiveness: An Eye Tracking Investigation. In K. Mezghani & W. Aloulou (Eds.), Business Transformations in the Era of Digitalization (pp. 205-230). IGI Global. https://doi.org/10.4018/978-1-5225-7262-6.ch012

Chicago

Filiopoulou, Dionysia, Maria Rigou, and Evanthia Faliagka. "Display Ads Effectiveness: An Eye Tracking Investigation." In Business Transformations in the Era of Digitalization, edited by Karim Mezghani and Wassim Aloulou, 205-230. Hershey, PA: IGI Global, 2019. https://doi.org/10.4018/978-1-5225-7262-6.ch012

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Abstract

The average web user receives numerous advertising messages while browsing online and the formats of such digital marketing stimuli are constantly increasing in number and degree of intrusiveness. This chapter investigates the effectiveness of different types of display advertising by means of an eye-tracking study combined with a pre- and a post-test questionnaire with the purpose of collecting quantitative and qualitative data concerning ad visibility and interaction. Eye gaze data are particularly revealing when examining visual stimuli and they become more valuable when associated with asking users to recall seeing an advertising message we know they fixated on. Moreover, the study aimed to look into whether banner blindness still applies regardless of the type of display ad used, whether the visual pattern remains F-shaped, the effect of placing ads below the fold, how effective trick banners are, and which types of ads are annoying to users.

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