Banner Blindness Research Articles

Матрица когнитивных фильтров – инструмент анализа лингвокреатем в современном онлайн-дискурсе на английском языке

The article introduces the matrix of cognitive filters as a research method that makes it possible to model the process of inferring the meaning of lingua-createmes in multimodal online discourse. Multimodal linguistic systems are based on a complex interaction of multimodal components. These components combine with basic cognitive mechanisms in decoding various complex phenomena in digital Internet discourse. The research revealed a classification of key cognitive mechanisms that generate the meaning of creative multimodal elements: banner blindness, evaluative categorization, conceptualization, (de)compression of information, profiling, conceptual metaphor, conceptual metaphthonymy, and conceptual integration. The research material involved 18,000 monomodal verbal and multimodal lingua-createmes selected by continuous sampling from English-language Internet resources, as well as visual and verbal corpora. The method proved effective in modelling the general cognitive resonance of lingua-createmes and predicting cognitive resonance / dissonance (positive or negative) in communication. The practical lingua-cognitive experiment involved 335 English-speaking respondents from eleven countries. They were asked to use the matrix of cognitive filters to perform a step-by-step decoding of several creative multimodal elements. The method proved highly effective for detecting cognitive resonance or mental tension, i.e., positive or negative cognitive dissonance. The method demonstrated good prospects for obtaining additional data on reactions to lingua-creative discursive elements.

Digital advertising in smart cities – methods for raising consumer engagement

The paper discusses the opportunities that lie before digital advertising in smart cities and how its effectiveness could be raised through engaging consumers. The theoretical framework of visual attention and banner blindness is analyzed, so as to outline the challenges but also opportunities before digital advertising. The main objective is to propose methods for raising the efficiency of mobile ads with regard to their surrounding area. Previous studies are also analyzed regarding digital advertising and smart cities. Through content analysis the main aspects of digital advertising and smart cities are analyzed, so that a proposition could be made regarding their integration aiming at raising ads visibility and thus their effectiveness. Key component of user engagement regarding mobile advertising is interactivity. It is found to play a vital role in negating the effects of banner blindness. It also enables users to turn the ads into viral ones and thus raise brands’ awareness. The paper could be of interest to practitioners, academicians and students in the field of marketing, advertising, sales promotion and brand communication.

Effects of Visual Complexity of Banner Ads on Website Users’ Perceptions

Design plays a major role in online advertising. While specific aspects such as color or animation have been extensively studied, there is a surprising lack of comprehensive research on the overall impact of visual design and aesthetics. This study delved into the effects of varying levels of visual complexity in banner ads using the eye-tracking method. Out of 108 participants browsing test webpages with specially designed banners, data from 90 adequately measured data sets were used in the study. Notably, ads with a low level of visual complexity outperformed ads with a high level of visual complexity. While users noticed complex ads slightly faster (by 0.84%), they fixated on them significantly less (by 9.09%) and looked at them less frequently (by 4.79%). An implemented survey questionnaire examining the user perception of the banners reinforced the superiority of simple ads, as they were perceived as 4.40% more appealing in comparison. The study further delved into the correlation between objectively and subjectively evaluated data, exploring the credibility of subjective methods in the process. Considering our results and findings from other studies, it was evident that visually complex ads demanded more cognitive effort, could be more distracting, negatively impacted attention, could contribute to banner blindness and were perceived as less appealing.

Effects of banner ad type, web content type and theme consistency on banner blindness: an eye movement study.

During the epidemic, online advertising became more important, and several studies have suggested that internet users tend to avoid viewing online ads, such as banner ads. Previous studies have shown that product items that use animation lead to increased visual attention to all items on a webpage at the expense of attention to nonanimated items on the same webpage. However, few studies have compared the impact of the picture and text forms taken by static banners on the effectiveness of banner ads. At the same time, whether semantic factors (theme consistency) moderate the influence of structural factors (picture and text forms) on banner advertising remains unknown. The aim of this paper is to examine the influence of structural factors and semantic factors of ads on participants' visual attention to and memory of banner ads. The participants (twenty-seven males and forty females aged 18-26years) were divided into two groups, one for consistent ad-web content themes and the other for inconsistent ad-web content themes. Then, the participants were asked to browse 16 complete pages (4 pages each of text-type web content and text-type banner ads, picture-type web content and picture-type banner ads, text-type web content and picture-type banner ads, and picture-type web content and text-type banner ads), and their eye movements were recorded to measure the participants' level of attention to the banner ads. A recognition task was used to measure the participants' memories of the banner ads. The results showed that the text-type banner ad had a lower blindness rate and exerted better attention and memory effects than the picture-type banner ad, and the text-type banner ad had a lower blindness rate and better attention and memory effects when positioned in the background of picture-type web content than when positioned in the background of text-type web content. A significant interaction effect among banner ad type, web content type and theme consistency showed that ad-web content theme consistency moderated the effect of web content type and banner ad type on ad effectiveness. Taken together, the results of these tasks demonstrate that theme consistency moderates the effect of web content type and banner ad type on ad effectiveness in a top-down manner. To reduce the negative effect of banner blindness, placing text-type banner ads in picture-type web content and setting a consistent theme between the banner ad and the web content is the more effective choice. The findings from this study can be used to assist advertising agencies in designing more effective and efficient banner ads from the perspective of basic psychology.

Banner blindness as the suppression process: No perceptual load effect on web advertising detection

ABSTRACTThe study represents an application of perceptual load theory to the real-world internet users’ behavior and contributes to the dispute whether banner blindness – a tendency to ignore the banners on web pages – is a special case of inattentional blindness or a separate phenomenon. Perceptual load theory claims that processing of task-irrelevant information can be predicted by the level of perceptual load: the subjects in a high load condition are more likely to ignore the distractors, while with a low load, task-irrelevant information is processed. In four experiments, participants were divided into low and high load groups and asked to find items on a shopping website. In the critical trial, an advertising banner appeared. No significant effect of perceptual load on banner blindness was found. Banner blindness seems to be a result of attentional filters adjustment that adapts to the abundance of information on the web pages.

Can Personalization or Creativity Reduce Banner Blindness?

<h3>Introduction</h3> Loneliness and social isolation have been identified as significant public health concerns, but improving relationships and increasing social participation may improve health outcomes and quality of life. The aim of the Project About Loneliness and Social networks (PALS) study is to assess the effectiveness and cost-effectiveness of a guided social network intervention within a community setting among individuals experiencing loneliness and isolation and to understand implementation of Generating Engagement in Network Involvement (Genie) in the context of different organisations. <h3>Methods and analysis</h3> The PALS trial will be a pragmatic, randomised controlled trial comparing participants receiving the Genie intervention to a wait-list control group. Eligible participants will be recruited from organisations working within a community setting: any adult identified as socially isolated or at-risk of loneliness and living in the community will be eligible. Genie will be delivered by trained facilitators recruited from community organisations. The primary outcome will be the difference in the SF-12 Mental Health composite scale score at 6-month follow-up between the intervention and control group using a mixed effects model (accounting for clustering within facilitators and organisation). Secondary outcomes will be loneliness, social isolation, well-being, physical health and engagement with new activities. The economic evaluation will use a cost-utility approach, and adopt a public sector perspective to include health-related resource use and costs incurred by other public services. Exploratory analysis will use a societal perspective, and explore broader measures of benefit (capability well-being). A qualitative process evaluation will explore organisational and environmental arrangements, as well as stakeholder and participant experiences of the study to understand the factors likely to influence future sustainability, implementation and scalability of using a social network intervention within this context. <h3>Ethics and dissemination</h3> This study has received NHS ethical approval (REC reference: 18/SC/0245). The findings from PALS will be disseminated widely through peer-reviewed publications, conferences and workshops in collaboration with our community partners. <h3>Trial registration number</h3> ISRCTN19193075

Yayıncılığın Yöndeşme ve Entegrasyon Üzerinden Reklam Bağlamında İncelenmesi

Breakthroughs in new communication technologies were influenced parties of convergence differently over time. In this study, new ideas created by these relevant technological developments were described through the user and publisher's side of view. The literature review was used to explore the main technical outputs for both traditional and new media environments. The study is important to understand the main effects of horizontal and vertical integration processes on the structures that use publishing activities involved in new online environments. Therefore, this study was aimed to review the possible connections that emerged through the effects of convergence and structures of integrations. The findings obtained from the literature review have shown that horizontal integration in the context of convergence has critical importance for online publishing media organizations. Another important finding is that notions such as banner blindness problem, freemium product or frequency capping, were emerged through convergence that enabled different interactions between user and publishing mechanism.

The Role of Emotional Information in Banner Blindness.

Modern theories in affective science postulate that emotional stimuli can affect subject’s attention. Emotional stimuli can guide and capture visual attention, which may be related to evolutional importance of quick reactions for emotional objects in the real life. The study examined the influence of valence and arousal of advertisement on the banner blindness phenomenon—ignoring the advertisement or interface details similar to it on the website. In two experiments participants were asked to find the information on the website, where different banners were placed. In the first experiment banners had the same valence, but different arousal. In the second experiment, the banners had different valence, but equal arousal. Contrary to the classical studies in affective science, we found that banners with neutral valence were recognized better as compared to negative and positive ones. The results are discussed in terms of user experience contributing to banner blindness occurrence.

Neuroscientific Methods for Exploring User Perceptions While Dealing With Mobile Advertising: A Novel and Integrated Approach.

Display and native ads represent two of the most widely used digital advertising formats employed by advertisers that aim to grab the attention of online users. In recent years, the native format has become very popular because it relies on deceptive features that make harder the recognition of its advertising nature, reducing avoiding behaviors such as the banner blindness phenomena, traditionally associated to display advertising, and so increasing its advertising effectiveness. The present study, based on a forefront research protocol specifically designed for the advertising research on smartphone devices, aims to investigate through neurophysiological and self-reported measures, the perception of display and native ads placed within article webpages, and to assess the efficacy of an integrated approach. Eye-tracking results showed higher visual attention and longer viewing time associated with native advertisements in comparison to traditional display advertisements, confirming and extending evidence provided by previous research. Despite a significantly higher rate of self-reported advertising intent was detected for articles containing display ads when compared to articles containing native ads, no differences have been found while performing the same comparison for the neurophysiological measures of emotional involvement and approaching motivation of for the self-reported measures of pleasantness and annoyance. Such findings along with the employment of an innovative research protocol, contribute to providing further cues to the current debate related to the effectiveness of two of the most widely used digital advertising formats.

The role of emotional information in banner blindness

The role of emotional information in banner blindness

How to overcome online banner blindness? A study on the effects of creativity

PurposeThis study aims to explore whether creativity can overcome banner blindness in the viewing of web pages and demonstrate how visual saliency and banner-page congruity constitute the boundary conditions for creativity to improve memory for banner ads.Design/methodology/approachThree studies were conducted to understand the influence of advertising creativity and banner blindness on recognition of banner ads, which were assessed using questionnaires and bias adjustment. The roles of online user tasks (goal-directed vs free-viewing), visual saliency (high vs low) and banner-page congruity (congruent vs incongruent) were considered.FindingsThe findings suggest that creativity alone is not sufficient to overcome the banner blindness phenomenon. Specifically, in goal-directed tasks, the effect of creativity on recognition of banner ads is dependent on banner ads’ visual saliency and banner-page congruity. Creative banners are high on visual saliency, and banner-page congruity yields higher recognition rates.Practical implicationsCreativity matters for attracting consumer attention. And in a web page context, where banner blindness prevails, the design of banners becomes even more important in this respect. Given the prominence of banners in online marketing, it is also necessary to tap the potential of creativity of banner ads.Originality/valueFirst, focusing on how creativity influences memory for banner ads across distinct online user tasks not just provides promising theoretical insight on the tackling of banner blindness but also enriches research on advertising creativity. Second, contrary to the popular belief of extant literature, the findings suggest that, in a web page context, improvement in memory for banner ads via creativity is subject to certain boundary conditions. Third, a computational neuroscience software program was used in this study to assess the visual saliency of banner ads, whereas signal detection theory was used for adjustment of recognition scores. This interdisciplinary examination combining the two perspectives sheds new light on online advertising research.

Gaze and Event Tracking for Evaluation of Recommendation-Driven Purchase.

Recommendation systems play an important role in e-commerce turnover by presenting personalized recommendations. Due to the vast amount of marketing content online, users are less susceptible to these suggestions. In addition to the accuracy of a recommendation, its presentation, layout, and other visual aspects can improve its effectiveness. This study evaluates the visual aspects of recommender interfaces. Vertical and horizontal recommendation layouts are tested, along with different visual intensity levels of item presentation, and conclusions obtained with a number of popular machine learning methods are discussed. Results from the implicit feedback study of the effectiveness of recommending interfaces for four major e-commerce websites are presented. Two different methods of observing user behavior were used, i.e., eye-tracking and document object model (DOM) implicit event tracking in the browser, which allowed collecting a large amount of data related to user activity and physical parameters of recommending interfaces. Results have been analyzed in order to compare the reliability and applicability of both methods. Observations made with eye tracking and event tracking led to similar results regarding recommendation interface evaluation. In general, vertical interfaces showed higher effectiveness compared to horizontal ones, with the first and second positions working best, and the worse performance of horizontal interfaces probably being connected with banner blindness. Neural networks provided the best modeling results of the recommendation-driven purchase (RDP) phenomenon.

To Fit In or to Stand out? An Eye-Tracking Study Investigating Online Banner Effectiveness in a Media Multitasking Context

Online advertising banners are often subject to banner blindness, meaning that people avoid looking at them. The current study examines whether web surfing while watching television, a form of media multitasking, influences how people respond to online ad banners. The experimental study examines whether people respond differently to an online ad banner which thematically fits with the website content (i.e., banner congruity) and which is animated (i.e., banner animation), taking into account the relevance between media tasks (whether the content of the television program and the website are related). Individuals’ cognitive (visual attention paid to the banner, measured by eye-tracking technology) and attitudinal (online banner irritation) advertising responses are measured as dependent variables. The results indicate that during media multitasking with high task relevance, higher visual attention was obtained for an incongruent (versus congruent) ad banner. When task relevance was low, no such differences were found. This two-way interaction effect was not significant for banner irritation. Further, a significant three-way interaction with task relevance, banner congruity, and banner animation was found on banner irritation but not on visual attention. Concretely, the lowest levels of banner irritation were obtained for a congruent, animated banner in a media multitasking context with high task relevance.

Native advertising and periodicals: touch points

The article describes the essential characteristics, hallmarks and benefits of native advertising. It is noted that it is created by employees of editorial offices, not advertising agencies, which is why the format and style of presentation of the material does not differ from other publications of the resource and meets the expectations of the target audience. The conditions of its occurrence and the reasons for the increased attention of marketers to this type of advertising are now described. It is noted that this type of advertising does not irritate users, because it contains useful or interesting information; does not fall into the so-called zone of banner blindness; is not blocked in the Internet environment, because it is an informative, informative material that is not identified as advertising; contains information of various types: text, video, links, etc., which diversifies the presentation of the material.Effective native advertising must meet the needs of the target audience and the format of presentation of the material on the resource in order to be perceived as an organic part of it. It should perform the same functions as other materials: news — on the news site; games — in game applications; articles, videos, tests — in electronic publications, etc. — but at the same time clearly separated from other editorial materials. Emphasis is placed on the expediency of using native advertising opportunities in promoting electronic publications. The experience of using native advertising in the publishing sphere is analyzed.

NEUROMARKETING AS AN INNOVATIVE STRATEGIC INSTRUMENTARY OF PRIEDUCTION'S MARKETING ACTIVITIES IN THE SERVICE INDUSTRY

The analysis of the influence of neuromarketing as a tool for marketing activities in the Internet environment, to increase the loyalty of tourists to tourism enterprises in the context of the service sector. The channels of percep-tion on which neuromarketing affects are analyzed and structured. Analyze different approaches to the definition of the essence of neuromarketing on which prompted the author's vision of the related concepts. The article considers the concept of neuromarketing and its interpretation. Аn overview of neuromarketing tools, their advantages and disadvantages, and the possible scope of their application is given. The main problems of using neuromarketing tools are also discussed. The research points to the usefulness of neuromarketing at positioning the destination brand. Problems and prospects of using neuromarketing in the Internet space for promoting tourist services are con-sidered. Additionally, the complexity of neuromarketing research perception means that it is inadvisable to use the obtained data in isolation. It is proved that the perception of information on the Internet changes every year, as evidenced, for example, the so-called "banner blindness", new methods and communication channels are needed to support the loyalty of existing customers and attract new ones. The areas where used neuromarketing: strategic instrumentary, neuromarketing research are considered and systematized. In addition, it has been proven that information that is provided without visual support is usually not perceived as effective. It has been proved that neuromarketing in symbiosis with traditional marketing methods and tools provides an opportunity to solve several the above problems. The appliance of neuromarketing tourism market research thus assumes a novel conceptual approach, one that quite differs from the standard. Keywords: neuromarketing, strategic marketing, internet marketing, marketing in tourism.

The Perceptual Load Effect On Target Detection In Banner Blindness

Perceptual load theory claims that the processing of task-irrelevant information can be predicted by the level of perceptual load. If a particular task places a high demand on attention, the task-irrelevant stimuli processing can be prevented. That means that in high load condition the subjects are more likely to ignore distractors, while in low load task-relevant and task-irrelevant information is processed simultaneously. Though several studies showed that perceptual load can play a crucial role in inattentional blindness phenomenon, there is a lack of applied researches conducted on real-life tasks. Current study aimed implement load theory to a real-life task and to describe the effect it has on banner blindness, that has common grounds with inattentional blindness. Banner blindness is a phenomenon in usability studies which shows that subjects do not notice banners on the webpage despite their saliency. The study represents an important application of load theory to real-world behavior of Internet users. Participants were divided into low-load and high-load groups (that differed in number of presented stimuli) and asked go online shopping. At the critical trail, a banner appeared. The subjects under high load condition were expected to notice the banner less often, then under low load. The hypothesis was not supported. However, a tendency towards more reports about the banner’s presence can be seen in the low load group. We assume that if there are enough people who noticed the banner, we will be able to detect the effect of cognitive load on banner blindness.

From Perceptual to Algorithmic Evaluation of Recommending Interfaces Survival in Visual Space

Abstract The design of recommending systems is mainly related to algorithms targeting customer needs, products, and service selection. However, even the most effective algorithms will not increase the performance of an e-commerce platform if the recommendation interface is not noticed by the user. Recommendations, like all other visual stimuli, can be subconsciously eliminated by users as a result of habituation identified for online environment as a banner blindness. This article presents the results of an experiment, in which the influence of the intensity of graphic elements within the interface on user attention was examined. The study explores the visual space and survival of graphic objects, analysed with the use of survival analysis instead of typical perceptual studies. Results show that an increase in visual intensity does not always lead to an increase in user attention, and survival analysis makes it possible to identify the differences between design variants and between users targeted with the same stimuli.

Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation.

Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users’ attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users’ actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement parameters when internet users are in a free-viewing mode. In contrast, demographic targeting did not influence brand attitude and website evaluation. We conclude that attention for personally relevant advertisement can be strong. However, attention, although being a necessary condition for subsequent judgment formation according to the model of human information processing, is not sufficient to elicit positive effects at the level of subjective judgments.

Az online reklámok közvetlen hatásának vizsgálata a vásárlási döntésekre

THE AIM OF THE STUDY The purpose of the study is to examine the effect of online advertising on direct purchases through an example of banner advertising and to explore and further develop the methodology used, to make it more widely applicable. METHODOLOGY The research was carried out using eye-tracking technology, which explores the relationship between brand sympathy, online advertising, Internet-related attitudes and the online advertisements effect on shopping, through a questionnaire and a short personal interview. MOST IMPORTANT RESULTS The methodology used has proven itself implementable in measuring the impact of different advertising devices on direct, immediate purchases. The results show the participants can recall the content of the seen advertisements. So the experiment confirms that the advertisement can reach the perception threshold and increase brand awareness even if the users ignore them in some sort (conscious or half-conscious) because of the banner blindness phenomena. Moreover, the degree of attention (number and length of fixations) paid to the advertisement is positively correlated with the advertised product’s brand sympathy only in some peculiar cases. On the other hand, the relationship between direct product selection and the appearance of advertisement was not statistically verifiable, but the results indicate that, by improving the methodology and increasing the sample size, the deviation is likely to be significant. It can also be stated that in this sample it was statistically justifiable that the more annoyed the participant was because of the presence of the advertisement, the less he thought himself a conscious internet user. RECOMMENDATIONS Marketing is constantly evolving due to the development of mobile devices and the underlying technology’s penetration, and therefore the investigation of the direct impact of advertisements is important for a deeper understanding of online consumer behavior, therefore the methodology used and the results that can be obtained by it can become quite important in the future of advertising market. As a result of the proliferation of mobile and online technologies, marketing is undergoing a continuous transformation. This is the reason why studying the direct, immediate effects of advertisements are essential for a deeper understanding of the mechanisms of online consumer behavior. The methodology used separates the online advertising effect from the other variables which are affecting the purchases. Consequently the results which can be obtained by it can provide important insight into the future of advertising market.

Multi-criteria Evaluation of Recommending Interfaces towards Habituation Reduction and Limited Negative Impact on User Experience

The growing intensity of visual marketing content may result in limited user attention and dropping performance. The main reason is a habituation effect observed for repeated stimuli causing the banner blindness phenomenon. To overcome that marketers resort to various techniques based on visual effects, such as animations or vividness, with possible side effects like negative brand perception. The same can be observed for recommending systems and the presented study investigates varying visual intensity in a recommending interface with the use of eye tracking. Multi-criteria analysis is performed to evaluate results from the perspective of user experience, attention allocated to visual objects and their intensity with the main goal to recommend the most viable solutions.