Abstract
Evaluation of Online Advertisement Design Using Near-infrared Spectroscopy
Highlights
In recent years, online advertisement has attracted attention owing to the spread of the internet and smartphones
We examined the effects of the advertisement’s rating, placement, and color on brain activity
Our findings suggest that the recommended design of pictorial advertisements is to place them on the left side of the webpage and to use natural colors
Summary
Online advertisement has attracted attention owing to the spread of the internet and smartphones. The reasons behind this spread are advantages such as low-cost usage fees, easy and quick information sharing, specific target search based on keywords, and possible overview of effectiveness based on the number of clicks or viewings. Being able to spread the word broadly (to the whole world) is another advantage. Sales of online-advertised goods are increasing every year, and the market is expected to expand further with the spread of the Internet of Things (IoT), which is a network where various items are connected to the Internet. With the spread of IoT, it becomes easier to gather information such as consumer attributes and action history. The IoT has enabled the displaying of ISSN 0914-4935 © MYU K.K. http://myukk.org/
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