Getting the User’s Attention:Getting the User’s Attention:The Effectiveness of Two Mediums of The Effectiveness of Two Mediums of

Online AdvertisingOnline Advertising

David OrrDavid OrrSteve PautzSteve PautzChris CokerChris Coker

Katherine HindsKatherine HindsMandy ElkinsMandy Elkins

{dorr, spautz, clcoker, hindsk, elkinsa}@clemson.edu{dorr, spautz, clcoker, hindsk, elkinsa}@clemson.edu

AbstractAbstract

Study to determine which type of internet Study to determine which type of internet ad is more effective at capturing user ad is more effective at capturing user attention attention – Static, animatedStatic, animated

Participants engaged in a visual search of Participants engaged in a visual search of a web pagea web page

Eye tracker data used to determine Eye tracker data used to determine fixations within the banner adfixations within the banner ad

Recognition task was given after the web Recognition task was given after the web page to determine how well the adds page to determine how well the adds promoted recognition memorypromoted recognition memory

Previous Research: Strayer, Previous Research: Strayer, Drews, and JohnstonDrews, and Johnston

Participants drove simulated highway talking on Participants drove simulated highway talking on cell phone or notcell phone or not

Cell phone conversation impaired memory for Cell phone conversation impaired memory for billboardsbillboards

Eye tracker showed 2/3 of billboards fixated on Eye tracker showed 2/3 of billboards fixated on during experimentduring experiment

Indicates failure of divided attentionIndicates failure of divided attention

Previous Research: Benway and Previous Research: Benway and LaneLane

Study concerning banner objectsStudy concerning banner objects Questions could either be answered Questions could either be answered

using text links or bannersusing text links or banners Text link questions answered 94% of Text link questions answered 94% of

the time, banner questions answered the time, banner questions answered 58% of the time58% of the time

Altering grouping of banner did not Altering grouping of banner did not change resultschange results

““Banner Blindness”Banner Blindness”

Previous Research: Yantis and the Previous Research: Yantis and the New Object HypothesisNew Object Hypothesis

Salient events like motion often thought to Salient events like motion often thought to capture attentioncapture attention

User presented with large letter comprised User presented with large letter comprised of smaller letters. Asked to name identity of smaller letters. Asked to name identity of the larger letterof the larger letter

One of the small letters sometimes One of the small letters sometimes exhibited motion, response slower during exhibited motion, response slower during these trialsthese trials

New objects in scene may automatically New objects in scene may automatically receive high attentional priorityreceive high attentional priority

Four HypothesesFour Hypotheses Members of the alternating banner group will Members of the alternating banner group will

perform more fixations on ads than the static perform more fixations on ads than the static banner groupbanner group

Members of the alternating group will exhibit Members of the alternating group will exhibit longer search timeslonger search times

Members of the alternating banner group will Members of the alternating banner group will have increased recognition memory for the adshave increased recognition memory for the ads

Members of the alternating banner group will Members of the alternating banner group will exhibit a more negative attitude toward the exhibit a more negative attitude toward the advertisementsadvertisements

MethodsMethods

Participants searched a simulated website for the Participants searched a simulated website for the answers to six questions. answers to six questions.

Alternating banners or static banners present on Alternating banners or static banners present on the screen during the search task.the screen during the search task.

Participants’ eyes were tracked as they searched Participants’ eyes were tracked as they searched the experimental website.the experimental website.

Independent VariableIndependent Variable

Type of banner advertisement present Type of banner advertisement present

- Static banner advertisement- Static banner advertisement

- Alternating banner advertisement- Alternating banner advertisement

Variable manipulated between subjectsVariable manipulated between subjects

Participants randomly assigned to either groupParticipants randomly assigned to either group

IV: Banner AdvertisementsIV: Banner Advertisements

Six ads, each one advertising a different Six ads, each one advertising a different product, each ad shown only onceproduct, each ad shown only once

Each ad shown for the length of one Each ad shown for the length of one question, ad shown changed each time the question, ad shown changed each time the participant clicks the “Done” button and participant clicks the “Done” button and returned to the homepagereturned to the homepage

Order in which the ads were presented Order in which the ads were presented randomized using a Latin Square designrandomized using a Latin Square design

Dependent VariablesDependent Variables

Attention capture, measured by the Attention capture, measured by the number of fixations performed in the ROI number of fixations performed in the ROI (banner area) during entire experiment(banner area) during entire experiment

Search times for the experimental Search times for the experimental questionsquestions

Implicit memory for the advertisement Implicit memory for the advertisement content, measured by a recognition taskcontent, measured by a recognition task

Attitude toward the ads, measured by a Attitude toward the ads, measured by a questionnairequestionnaire

ParticipantsParticipants

10 participants10 participants 2 male, 8 female2 male, 8 female Age range 18-21Age range 18-21

MaterialsMaterials

Simulated website implemented in Simulated website implemented in C++ and OpenGLC++ and OpenGL

Replicated an Internet news site, The Replicated an Internet news site, The Herald OnlineHerald Online

Contained buttons and text links for Contained buttons and text links for the user to click onthe user to click on

Banner always present at the top Banner always present at the top center of the screencenter of the screen

MaterialsMaterials

Recognition task implemented in Recognition task implemented in Flash and taken onlineFlash and taken online

Shown 12 images of ads, only 6 of Shown 12 images of ads, only 6 of which had actually been present which had actually been present during the experimentduring the experiment

Attitude questionnaireAttitude questionnaire

Materials: Eye Tracker LabMaterials: Eye Tracker Lab

Materials: Capture ProgramMaterials: Capture Program

Materials: Capture ProgramMaterials: Capture Program

Materials: Recognition TaskMaterials: Recognition Task

ProcedureProcedure

Six questions asked, one at a time, each one read Six questions asked, one at a time, each one read aloud to participantsaloud to participants

Participants clicked a “Done” button present on Participants clicked a “Done” button present on the screen before stating the answer they found the screen before stating the answer they found aloudaloud

Participants who made incorrect answers were Participants who made incorrect answers were allowed to move onallowed to move on

All search times measured with a stopwatch, All search times measured with a stopwatch, began when experimenter finished reading began when experimenter finished reading question aloud, ended when participant clicked question aloud, ended when participant clicked “Done” button“Done” button

ProcedureProcedure

During experiment, participants were During experiment, participants were presented with 6 different banner presented with 6 different banner advertisementsadvertisements

Used eye tracker to measure total Used eye tracker to measure total number of fixationsnumber of fixations

Each question had a different bannerEach question had a different banner Banner changed only when Banner changed only when

participant clicked “Done”participant clicked “Done”

ProcedureProcedure

After completing the search task, After completing the search task, participants performed the recognition participants performed the recognition task using a web browsertask using a web browser

Participants then completed the attitude Participants then completed the attitude questionnaire (Answered on a 5 point questionnaire (Answered on a 5 point Likert-type scale)Likert-type scale)

Results: Average Number of FixationsResults: Average Number of Fixations

Static banner group made an average of Static banner group made an average of 43 fixations (SD=54.19). 43 fixations (SD=54.19).

Alternating banner group made an Alternating banner group made an average of 166 fixations (SD=224.8). average of 166 fixations (SD=224.8).

No significant differences between the No significant differences between the alternating banner group and the static alternating banner group and the static banner group (p=0.27).banner group (p=0.27).

Alternating banner group made more Alternating banner group made more overall fixations than the static banner overall fixations than the static banner group.group.

Results: Scanpath ExampleResults: Scanpath Example

Results: Scanpath ExampleResults: Scanpath Example

Results: Average Number of FixationsResults: Average Number of Fixations

43.6

166.4

105

0

20

40

60

80

100

120

140

160

180

static alt. Total

Results: Search TimesResults: Search Times

No significant difference between the groups for No significant difference between the groups for each of the experimental questions.each of the experimental questions.

Alternating banner group had a higher overall Alternating banner group had a higher overall mean search time than the static banner groupmean search time than the static banner group

(p=0.04).(p=0.04).

Results: Search TimesResults: Search TimesStatic Alternating t-test significance

Q1 44.60(SD=53.3)

26.00(SD=8.9)

.062

Q2 37.40(SD=11.5)

35.40(SD=14.5)

.942

Q3 34.00(SD=11.1

35.80(SD=20.7)

.414

Q4 31.40(SD=24.4)

63.80(SD=41.7)

.363

Q5 87.80(SD=51.8)

110.4(SD=46.1)

.478

Q6 56.40(SD=40.5)

71.60(SD=50.5)

.412

Results: Recognition TaskResults: Recognition Task

Scored as a ratio of hits and a ratio of Scored as a ratio of hits and a ratio of false alarmsfalse alarms

Alternating banner group exhibited Alternating banner group exhibited ratios closer to chance (.50)ratios closer to chance (.50)

Static banner group performed better Static banner group performed better on recognition taskon recognition task

Results: Attitude SurveyResults: Attitude Survey

Answered using a 5 point Likert-type Answered using a 5 point Likert-type scalescale

Both groups exhibited a neutral Both groups exhibited a neutral attitude toward the ads that were attitude toward the ads that were presentedpresented

No significant differences between No significant differences between the groups for each question mean the groups for each question mean

Results: Attitude SurveyResults: Attitude Survey

2.2

1.8 1.81.8 1.81.6

0

0.5

1

1.5

2

2.5

Q1 Q2 Q3

static alternating

DiscussionDiscussion Neither banner ad was significantly more Neither banner ad was significantly more

effective at capturing user attentioneffective at capturing user attention The number of fixations did not promote the The number of fixations did not promote the

recognition memory for the adsrecognition memory for the ads Contrary to the hypothesis, both groups exhibited Contrary to the hypothesis, both groups exhibited

a neutral attitude toward the banners adsa neutral attitude toward the banners ads Overall users pay little attention to the banner Overall users pay little attention to the banner

ads which supports the idea of “Banner ads which supports the idea of “Banner Blindness”Blindness”

Further research on the topic should investigate Further research on the topic should investigate other forms of Internet advertisingother forms of Internet advertising