The modern digital landscape is characterized by a critical level of information overload, when the daily volume of data reaches hundreds of terabytes, and the consumer is faced with 6-10 thousand advertising and information stimuli. This phenomenon causes cognitive exhaustion, media fatigue, a reduction in attention span to 6-8 seconds, increased “banner blindness”, ad-avoidance and skepticism about commercial messages. Brands faced a paradox: the growth of content does not increase, but rather reduces the effectiveness of marketing communications falls by 20–40%, conversion decreases, and consumers actively protect their attention by switching platforms, ignoring push and filtering feeds. The article comprehensively analyzes the challenges of marketing communications in conditions of oversaturation: fragmentation of channels, decreased quality of perception, increased emotional stress and behavioral avoidance reactions. The effects of overload for consumers and for brands are investigated. Based on the synthesis of modern concepts and empirical data (VRK, Gartner, MIT Sloan, Adobe Digital Trends reports), a comprehensive system of tools for increasing efficiency is proposed: hyper-personalized adaptive targeting with an emphasis on context and consent, omnichannel strategies with a focus on “quality attention”, reducing cognitive load through the principle of “less is more” (one clear message, fractal approach), authentic craft content instead of mass AI-generated content, neuromarketing methods (eye-tracking, EEG) for measuring real attention, predictive analytics for predicting behavior and interactive formats (UGC, 1-to-1 dialogue, microinfluencers). Practical recommendations are focused on the transition from quantitative growth to qualitative differentiation: focus on relevance, rapid identification of value in the first seconds, design taking into account attention interruptions, and ethical personalization. Prospects for further research include empirical testing of the effectiveness of hybrid models “AI + human creativity” and the impact of generative content on longterm loyalty.

Digital advertising is increasingly embedded within contemporary human–computer interaction (HCI) environments, where advertisements function not only as persuasive messages but also as structural elements of digital interfaces. Despite the rapid growth of online advertising, research examining how interface design influences advertising effectiveness remains fragmented across HCI, communication science, and marketing. This study synthesizes interdisciplinary research on how HCI-related interface variables affect visual advertising attention, avoidance, and persuasion outcomes. A systematic literature review following the PRISMA 2020 framework was conducted using four major databases: Web of Science, Scopus, PubMed, and the ACM Digital Library. The review covers peer-reviewed studies published between 2000 and 2025 that combine HCI methodologies—such as eye-tracking, usability evaluation, interaction logging, and user experience measurement—with advertising outcomes including attention, recall, persuasion, and avoidance. A total of 118 studies met the inclusion criteria and were analyzed using narrative synthesis. The findings indicate that advertising effectiveness is strongly shaped by interface-level variables including visual complexity, animation, interactivity, aesthetic congruence, and user task context. Visual attention operates through a dual-pathway mechanism in which bottom-up visual salience interacts with top-down goal-directed browsing behavior, explaining phenomena such as banner blindness. The review highlights the need for stronger theoretical integration between HCI and communication-based persuasion frameworks.

As the digital landscape transitions from an Information Economy to an Experience Economy, traditional social media marketing faces a critical "Crisis of Attention."With the rise of banner blindness and "doom scrolling," conventional passive advertising has seen click-through rates plummet, necessitating a shift toward dynamic, interactive content.This research investigates the impact of Augmented Reality (AR) and Virtual Reality (VR) as disruptive tools designed to overcome this engagement deficit.By analyzing the "visual turn" of social media and the integration of Extended Reality (XR) into platforms like TikTok and Instagram, this study explores the shift from passive consumption to active co-creation.The methodology employs a multi-dimensional analysis of consumer behavior among Gen Z and Millennials, utilizing the Experience Economy framework.Findings indicate that AR and VR bypass traditional cognitive filters by requiring active user involvement -such as virtual try-ons or immersive showrooms -thereby transforming the brand-consumer relationship from a one-way broadcast into a two-way interactive simulation.The study reveals that these technologies significantly increase "dwell time" and brand recall by providing the "memorable events" necessary to disrupt the eight-second attention span.Ultimately, the research concludes that immersive technologies are no longer experimental novelties but essential strategic responses to content saturation, offering a viable pathway for brands to reestablish meaningful engagement in a distracted digital marketplace.

Purpose This study aimed to explore effective advertisement placements for sponsors of professional esports matches. Various factors pertaining to esports event broadcasting screens, such as advertisement placements (e.g. bottom-left corner), advertisement types (e.g. QR code), sponsor types (e.g. Spotify) and periods (i.e. match and nonmatch) were considered. Design/methodology/approach Forty-one participants were recruited to watch the 2021 League of Legends World Championship and eye-tracking data on gaze fixation duration were collected using a Tobii x3-120 eye tracker. A three-way repeated measures analysis of variance and multiple regression analysis were conducted. Findings The results reveal significant interactions between sponsor and placement, as well as between placement and period. Gaze duration was longer during the nonmatch period than during the match period. The longest gaze duration was observed for advertisements on the right side of the screen during the nonmatch period. The results also revealed a significantly positive association between gaze duration and sponsor recall but a significantly negative association between gaze duration and sponsor evaluation. Originality/value This study is among the first to examine the interaction effects of advertisement placement, sponsor type and broadcast timing in esports using both objective (eye-tracking) and subjective (recall/evaluation) measures. It offers novel insights into banner blindness and advertising effectiveness during live esports events, informing evidence-based sponsorship strategies.

In the context of economic digitalization and increasing competition in the online environment, analyzing the effectiveness of advertising communications using neuromarketing tools becomes especially relevant. The aim of the article is to identify the gender-specific features of advertising perception based on eye-tracking analysis of promotional materials on social media. The study employed Eye Tracker equipment, which made it possible to record key metrics such as attention, visibility, and interest in various visual and textual elements of advertising messages. The results showed that the level of attention and interest was higher among men than women. The greatest engagement was observed in the advertisement for the opening of a new coffee shop, compared to the advertisement of the drink preparation process, indicating the presence of the "banner blindness" effect. It was also found that visual content attracts attention more quickly, while textual elements are viewed more consciously, highlighting the importance of their meaningful development. The scientific and practical significance of the research lies in the justification of approaches to the creation of advertising materials, taking into account gender specifics and features of visual perception, which can be used in the development of effective digital marketing strategies.

IntroductionAs social media platforms increasingly rely on native advertising embedded within user feeds, an open question is whether sponsored posts garner comparable, greater, or reduced attention relative to surrounding non-sponsored content. Subtle cues (e.g., disclosures, call-to-action (CTA) buttons) may alert users to the commercial nature of these posts or remain unnoticed in rapid-scroll environments. In this study, we aimed to disentangle the dynamics of the “disclosure dilemma” in native advertising, examining whether ad cues blend into the content flow unnoticed or stand out and prompt rapid disengagement.MethodsThis study adopted a mixed-methods design with 152 participants randomly assigned to one of three mock-up Instagram feeds containing both sponsored and organic posts. Eye-tracking measured visual attention (dwell time, fixation counts), while cued-retrospective think-aloud (CRTA) interviews probed underlying user rationales for focusing on or overlooking specific content.ResultsSponsored posts received significantly less dwell time and fewer fixations than their organic counterparts, indicating persistent ad avoidance despite a native design. Moreover, early fixation on disclosures or CTA elements in sponsored posts often triggered an immediate decline in further engagement, functioning as “flags” that activate learned avoidance. CRTA data revealed divergent user interpretations: some participants felt misled by the subtlety of sponsored posts, whereas others remained unaware of disclosures until late in their viewing.DiscussionThese findings point to an evolving form of “native ad blindness,” shaped by rapid heuristic scanning and schema-based recognition of minimal ad signals. Conceptually, this study refines theories of banner blindness, persuasion knowledge, and dual-process filtering, providing practical insights for advertisers seeking to balance transparency with user engagement amid competition from non-sponsored content.

This study aims to evaluate the extent to which the installation of tax banners as media of socialization can improve tax compliance among cafe and restaurant business actors in Pangkalpinang City. Restaurant tax (PB1) is an important contributor to local revenue, with revenue achievements in 2023 amounting to IDR 27.3 billion or 21.7% of total local revenue. This study uses a descriptive qualitative approach, with data collected through observation, interviews, and documentation studies. The research sample includes 1-10 cafe and restaurant owners who have installed tax banners and routinely pay PB1. The research findings indicate that tax banners act as a visual reminder and educational media for consumers, although their influence on business actors is relatively limited. Banners are considered effective in increasing the timeliness of tax reporting, but do not have a significant impact on the amount of tax payments. The SWOT analysis reveals that banners have the advantage of being a cost-effective means of information and physical evidence of compliance, but also have weaknesses such as limited information space and the risk of "banner blindness". This study concludes that the installation of banners has a positive impact on tax compliance, although optimization efforts are still needed through more intensive socialization and periodic policy evaluation. The recommendations put forward include the need for further research with a quantitative approach and expanding the scope of research objects to obtain more comprehensive findings.

Aim. The work aimed to analyze the issues of using marketing communications on the Internet to promote the organization’s products at the present stage.Objectives. The work seeks to systematize ideas about the essence of Internet communications; to clarify the concept of Internet communications; to characterize the features and advantages of using marketing Internet communications, as well as to identify related problems that arise at the present stage.Methods. The study theoretical and methodological basis represented the works of Russian and international scientists on the problems of Internet communications and their use to promote the organization’s products. The article authors used the methods of description, comparison in determining the features and advantages of Internet communications, as well as the method of critical analysis in identifying the emerging problems.Results. The essence of Internet communication is defined as an exchange of information mediated by technical means, as an interaction between people in a digital environment, characterized by the psychological and linguistic traits of the participants. The article revealed distinctive features of Internet communications, including remoteness and mediation, hypertextuality, multimedia, dichotomy, as well as features of forms of linguistic interaction on the Internet. The work also presents the statistics on the amount of Internet trade and digital advertising, the number of authors in social media, and the use of neural networks to solve marketing problems. It is stated that the advantages of Internet marketing communications are high audience outreach and interactivity of communication, the use of network effects, various digital tools, and social proof to achieve marketing goals. Associated problems include high competition, cyber threats, banner blindness, etc.Conclusions. In connection with the further development of Internet trade, the shift of marketing communications to the Internet space, it becomes possible to use the advantages of Internet communications and modern digital tools to promote the organization’s products and services. Moreover, high competition on the Internet requires companies to make great efforts to select marketing strategies and tools, and create unique and high-quality content for consumers.

The paper is devoted to advertising images (banners) introduced into the historical urban environment. The concept of "banner blindness" is described, an analysis of scientific literature is made, revealing modern approaches to eliminating this problem, as well as the possibilities of increasing the purchasing power of citizens, which directly depends on the attractiveness of the environment. The issues of the influence of the environment on the mental health of a modern person are touched upon, especially in connection with his increasing immersion in virtual space. The article considers banners for the facades of historical architecture of the city of Yelets (Lipetsk region) on the pedestrian Mira Street created in 2022 within the framework of the adopted design code. The choice of a single stylistic solution for the entire studied section of the historical pedestrian street with a preserved ensemble of merchant architecture is substantiated. The method of systemic analysis of sources made it possible to determine the insufficient development of this topic in the scientific community. Using a field survey of a section of Mira Street, as well as a comparative analysis of building facades before and after applying the design code, it was found that banners have a harmonizing potential and can increase the attractiveness of even unrepaired buildings. The author of the article is the developer of the described banners, his practical experience can contribute to further study of remote graphic elements in the architectural environment. In modern documents devoted to the creation of a design code for the urban environment, there are no clear rules for creating banners, perhaps the experience of this study will help to fill some gaps in the regulation. The scientific novelty of this study lies primarily in its reliance on specific material in the environment of a real city, which allows you to clearly trace the success of the project. The preserved complex of merchant and noble architecture of the 19th century in the city of Yelets requires an integrated approach to the design of all remote elements; the surface area of advertising banners affects the appearance of the building façade; modern means allowed to create images adequate to the historical building, without conflicting with the style of historical architecture.

The article is devoted to the analysis of the evolution of advertising communication management strategies in the context of digital transformation. The paper examines the key stages in the development of advertising activities: from the dominance of traditional media and one-way broadcasting to modern flexible, personalized and interactive strategies based on big data analysis, automation and omnichannel. The author covers in detail the theoretical foundations of advertising management, starting from the classical AIDA model and the concept of integrated marketing communications (IMC) to modern digital practices, including the use of programmatic advertising, CRM analytics, end—to-end monitoring and personalized targeting. Special attention is paid to the specifics of strategies in the digital age, such as user engagement, cross-platformism, the formation of a unified user experience, as well as the strategic importance of user-generated content (UGC) and the ethics of advertising practices. A separate section highlights the current challenges of advertising management — the phenomenon of banner blindness, stricter regulation of personal data processing, and the need to develop trusting relationships with the audience.

Purpose The popularity of native advertising formats in digital media has grown significantly in the past decade, as they can counter banner blindness and evade ad blockers. Native ads can do this primarily due to the format’s look and feel, which mimics the content it surrounds. Researchers have used various perspectives to examine native ads, and many high-quality studies have been published. However, the domain lacks a comprehensive and systematic review. This gap is sought to be filled with a bibliometric review of past works in native advertising to structure, synthesise and make sense of the topic as well as lay out a research agenda for future projects. Design/methodology/approach About 198 articles were analysed with VOSviewer and Biblioshiny software packages using various techniques, including citation analysis, keyword analysis, cluster analysis, three-field plot and bibliographic coupling. The study also suggests avenues for future research by adopting the theory, context, characteristics and methods (TCCM) framework. Findings Seven domain-specific clusters were identified in this study. These include “Search engine results”, “Recognisability of persuasive intent”, “User-linked processing of native ads”, “Native ads and journalism”, “Challenges of covert ad formats”, “Content in native ads” and “Native ads for publishers and brands”. Originality/value The study attempts to present a state-of-the-art review of native advertising using bibliometric and TCCM-based approaches.

Banner ads have historically been used to drive traffic to the advertiser's website and enhance brand recognition. However, the effectiveness of banner advertising is often questioned due to the phenomenon of "banner blindness" and low audience engagement rates. This raises the need to find approaches for evaluating the effectiveness of banner ads, considering indirect effects, and exploring factors that can improve their performance. The effectiveness of banner advertising on the Internet has been studied by M. M. Malchyk and I. P. Adasyuk, X. Drèze & F. X. Hussherr, C.-H. Cho & H. J. Cheon, A. Sigel et al., Q. Yang et al., and other scholars. Objective of the article: To analyze the current state of research on the effectiveness of banner advertising and identify key metrics and success factors of banner ads (with a focus on CTR). The main tasks of the research are to conduct a theoretical review of scientific sources, to consider the specifics of banner advertising in the pharmaceutical segment, to perform an experimental analysis of data from a banner campaign promoting an antiviral drug, and to evaluate the effectiveness of a real banner advertising campaign in Ukrainian online media. The research uses descriptive statistics, comparative methods, variance analysis, dependency analysis, and formal correlation analysis. Based on the literature analysis, it has been established that banner advertising faces the problem of banner blindness. At the same time, banners continue to be widely used as they provide a broad audience reach and serve branding functions. Several success factors for banner ads have been identified: positioning on the page, content relevance, design quality, and branding factors. The specific features of medical advertising are highlighted: the need to comply with regulatory requirements and the importance of trust. The analysis of the banner campaign for the antiviral drug "Flavovir" showed a low average CTR, which aligns with the general expectations of low banner clickability. It was emphasized that significant variation in effectiveness across different websites demonstrates the critical role of placement and audience. It was confirmed that relevance increases effectiveness: resources with content closer to the health topic had a better response than general news sites. It is justified that for pharmaceutical companies, it is important to consider both the general principles of banner advertising effectiveness and the specifics of consumer perception of medical content.

This study is devoted to the development of the author’s method “The Matrix of Cognitive Filters” (MCF). It is used to model the process of inferring the meaning of creative elements (linguocreatemes) in multimodal online discourse. To accomplish this task, key cognitive mechanisms for generating the meaning of linguocreatemes were identified and researched. These are banner blindness, evaluative categorization and conceptualization, (de)compression of information and profiling, conceptual metaphor, conceptual metaphtonymy, and conceptual integration. Monomodal verbal and multimodal linguocreatemes (more than 18,000 units) were selected with a continuous sampling method from English-language Internet resources, visual and verbal corpora. Theoretical analysis showed that the MCF can be used to model the overall ability of a linguocreateme to initiate cognitive resonance in a recipient. This method also allows for the collection of data on the probabilistic prediction of the level of cognitive resonance and positive or negative dissonance in an addressee. The empirical data obtained during a practical linguistic-cognitive experiment among English-speaking respondents from across countries confirmed the theoretical results of the study. The participants had to infer the general meanings of several multimodal linguocreatemes in accordance with the MCF. The experiment confirmed the feasibility of using this method to assess the occurrence of cognitive resonance, positive or negative dissonance, as well as obtaining additional data on the recipient’s reactions to different linguocreatemes in English online discourse.

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.

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.

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.

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.

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.

<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

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.