Visual Attention

Effects of Personalized Banner Ads on Visual Attention and Recognition Memory

Effects of Personalized Banner Ads on Visual Attention and Recognition Memory

In the last decades, banners have been limitedly used for advertising purposes. In fact, banner are not so visible and users usually ignore them when they pop up from a website. This study consists of a series of experiments that aim to verify if banners can be more effective if personalized with information concerning its content or context. We use banners as attention-grabbing devices and investigate the effectiveness of banners on memory recognition. Materials and method: To carry out this experiment we developed a utility tool in Flash Action Script 3 to build banners based on several images downloaded from…
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