Human performance engineering: using human factors/ergonomics to achieve computer system usability (2nd ed.)
The influence of humanlike navigation interface on users' responses to Internet advertising
Telematics and Informatics
The effects of attention inertia on advertisements on the WWW
Computers in Human Behavior
Media multitasking and the effectiveness of combining online and radio advertising
Computers in Human Behavior
Retain viewer's attention on banner ad by manipulating information type of the content
Computers in Human Behavior
Can avatar and self-referencing really increase the effects of online 2-D and 3-D advertising?
Computers in Human Behavior
Online Social Advertising via Influential Endorsers
International Journal of Electronic Commerce
Attention to Banner Ads and Their Effectiveness: An Eye-Tracking Approach
International Journal of Electronic Commerce
What can we learn from advertisements of logistics firms on YouTube? A cross cultural perspective
Computers in Human Behavior
Computers in Human Behavior
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The effect of internet advertising has been a controversial issue, especially on the topic of how to effectively draw more attention from internet users. According to traditional attention theory, we know people pay lesser attention on other objects if the main browsing contents occupy more of the viewer's mental resources. Therefore, we know different information types of webpage should have different influences on users' attention. On the other hand, an effect called 'banner blindness' makes viewers naturally overlook the advertising based on their previous experience. It is therefore becoming more and more difficult to increase viewer's attention on advertisement simply by adding salient features on the advertisements. In light of this new challenge in Internet advertising, verifying the different influences of the information types on advertising attention is the main goal of this study. Great amounts of previous studies relevant to internet advertising focused on the advertisement itself, like the form, color, size and location. However, this study put focus on how the information types and the webpage structure influence the viewer's attention on banner advertising. This research tested the effect on user attention of four common information types on Internet webpages: (1) text-based webpage; (2) text-picture mixed webpage; (3) picture-based webpage; and (4) video-based webpage. This study hopes to provide valuable information for matching advertising with viewing tasks that will stimulate the most user attention.