Transcript Banner Ads

Banner Ads Hinder Visual
Search and Are Forgotten
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Moira Burke , Nicholas Gorman ,
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Erik Nilsen , and Anthony Hornof
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University of Oregon and Lewis & Clark College
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Banners still popular, getting larger
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Banners still popular, getting larger
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Banners still popular, getting larger
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Banners still popular, getting larger
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Do banners impact search?
• “Banner blindness”: Only 20% of web users noticed any
banners (Benway, 1998)
• "An animation that appears alongside primary content
will disrupt your readers' concentration and keep them
from the objective of your site."
(Web Style Guide, 1999)
• Who is correct?
• We investigate visual search speed and participants’
recall of banners
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Search task
Search for linked news headlines. Analogous to:
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Search task, cont’d
Our search area:
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Search task cont’d
• Two kinds searches: literal and semantic precues
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Search task cont’d
• Two kinds searches: literal and semantic precues
• Three kinds of banners
blank
animated
static
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Search task cont’d
• Two kinds searches: literal and semantic precues
• Three kinds of banners
• Two banner placements:
– top of search area
– covering a random line in search area
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Search task cont’d
• Two kinds searches: literal and semantic precues
• Three kinds of banners
• Two banner placements:
– top of search area
– covering a random line in search area
• 2 blocks (by precue type)
41 trials per block
12 headline locations x 3 banner types + 5 practice
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Literal precue
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Literal search
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Literal search
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Literal search
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Semantic precue
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Semantic search
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Semantic search
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Surprise! A memory test
• Did you see this banner? Yes / No
• 60 banners
40 appeared, 20 didn’t
Half animated, half static
• Told some banners were from experiment;
others were not
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Surprise! A memory test
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Results: Search Time
Animated and static were 7% slower than blank
(literal condition)
Literal precue
Banner Type
Blank
Static
Animated
Mean Search Time (ms)
2040
2169
Significant difference
2193
p<.005
Semantic precue
Banner Type
Blank
Static
Animated
Mean Search Time (ms)
6065
6210
Not significant, but similar trend
6110
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Results: Memory
• Overall, memory quite poor
(Bayles, CHI 2002)
• 20.1% hit rate (100% is perfect)
• 20.2% false alarm rate (0% is perfect)
• Difficulty of search didn’t affect recall
• Top banners remembered significantly better
than randomly-placed banners
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Results: Memory cont’d
• Signal Detection Theory to correct for guessing
strategies of participants
• Transform hit and false alarm rates into single
measure of memory strength: d'
• d' positive for static banners
d' n.s. different than zero for animated
• Bottom line: Animated ads harder to recall
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Summary and future work
Who was right?
• Banner ads distract
• But people don’t remember them
• Animation makes recall even worse
• Currently analyzing eye-tracking data
• So far: People don’t look at banners, except by
accident
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