Article

Banner ads hinder visual search and are forgotten

Authors:

Moira Burke,

Nicholas Gorman,

Erik Nilsen, and

Anthony HornofAuthors Info & Claims

CHI EA '04: CHI '04 Extended Abstracts on Human Factors in Computing Systems

April 2004

Pages 1139 - 1142

https://doi.org/10.1145/985921.986008

Published: 24 April 2004 Publication History

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Abstract

Banner ads persist on the Internet in spite of evidence against their efficacy. Many ads include animation in an attempt to increase their attentional capture. An experiment was conducted to examine how various banner ads affect the visual search of news headlines on the Web, and whether participants could recall the ads they saw. The results both support and contradict the notion of "banner blindness," the idea that people ignore banner ads. Participants could not recall the ads that they saw, but those ads did distract the users and significantly increased search times. The most surprising result is that recall was especially bad for animated banners. This paper examines issues of attentional capture in an applied domain and provides guidance for web designers.

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Cited By

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Gorbatova KAnufriev GGorbunova E(2023)Banner blindness as the suppression process: No perceptual load effect on web advertising detectionVisual Cognition10.1080/13506285.2023.225052831:3(256-276)Online publication date: 24-Aug-2023
https://doi.org/10.1080/13506285.2023.2250528
Alzahrani MUitdenbogerd ASpichkova M(2021)Human-Computer InteractionProcedia Computer Science10.1016/j.procs.2021.09.247192:C(4691-4700)Online publication date: 1-Jan-2021
https://dl.acm.org/doi/10.1016/j.procs.2021.09.247
Jankowski JLewandowska AWźtróbski JZiemba PSalabun W(2016)Modeling the Perceptual Response from Effects Oriented Web Components Towards Lower IntrusivenessProcedia Computer Science10.1016/j.procs.2016.08.12096:C(147-158)Online publication date: 1-Oct-2016
https://dl.acm.org/doi/10.1016/j.procs.2016.08.120
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Banner ads hinder visual search and are forgotten
1. Human-centered computing

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Published In

CHI EA '04: CHI '04 Extended Abstracts on Human Factors in Computing Systems

April 2004

975 pages

ISBN:1581137036

DOI:10.1145/985921

Conference Chairs:
Elizabeth Dykstra-Erickson
Kinoma
,
Manfred Tscheligi
CURE, Austria

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Association for Computing Machinery

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Published: 24 April 2004

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April 24 - 29, 2004

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Overall Acceptance Rate 6,164 of 23,696 submissions, 26%

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Gorbatova KAnufriev GGorbunova E(2023)Banner blindness as the suppression process: No perceptual load effect on web advertising detectionVisual Cognition10.1080/13506285.2023.225052831:3(256-276)Online publication date: 24-Aug-2023
https://doi.org/10.1080/13506285.2023.2250528
Alzahrani MUitdenbogerd ASpichkova M(2021)Human-Computer InteractionProcedia Computer Science10.1016/j.procs.2021.09.247192:C(4691-4700)Online publication date: 1-Jan-2021
https://dl.acm.org/doi/10.1016/j.procs.2021.09.247
Jankowski JLewandowska AWźtróbski JZiemba PSalabun W(2016)Modeling the Perceptual Response from Effects Oriented Web Components Towards Lower IntrusivenessProcedia Computer Science10.1016/j.procs.2016.08.12096:C(147-158)Online publication date: 1-Oct-2016
https://dl.acm.org/doi/10.1016/j.procs.2016.08.120
Gatti LGuerini MStock OStrapparava C(2015)Mocking Ads through Mobile Web ServicesComputational Intelligence10.1111/coin.1204231:4(669-683)Online publication date: 1-Nov-2015
https://dl.acm.org/doi/10.1111/coin.12042
Debue Nvan de Leemput C(2014)What does germane load mean? An empirical contribution to the cognitive load theoryFrontiers in Psychology10.3389/fpsyg.2014.010995Online publication date: 1-Oct-2014
https://doi.org/10.3389/fpsyg.2014.01099
Resnick MAlbert W(2014)The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking StudyInternational Journal of Human-Computer Interaction10.1080/10447318.2013.84776230:3(206-219)Online publication date: 31-Jan-2014
https://doi.org/10.1080/10447318.2013.847762
Jankowski J(2013)Balanced Approach to the Design of Conversion Oriented Websites with Limited Negative Impact on the UsersProceedings of the 5th International Conference on Computational Collective Intelligence. Technologies and Applications - Volume 808310.1007/978-3-642-40495-5_53(527-536)Online publication date: 11-Sep-2013
https://dl.acm.org/doi/10.1007/978-3-642-40495-5_53
Wang MTang DKao CSun V(2013)Banner evaluation predicted by eye tracking performance and the median thinking styleProceedings of the Second international conference on Design, User Experience, and Usability: health, learning, playing, cultural, and cross-cultural user experience - Volume Part II10.1007/978-3-642-39241-2_16(129-138)Online publication date: 21-Jul-2013
https://dl.acm.org/doi/10.1007/978-3-642-39241-2_16
Shan SMao ZZhou RLiu ZWu F(2013)Streaming Media Advertising: An Empirical StudySystems Research and Behavioral Science10.1002/sres.218230:3(398-411)Online publication date: 2-Apr-2013
https://doi.org/10.1002/sres.2182
Sutcliffe ANamoun A(2012)Predicting user attention in complex web pagesBehaviour & Information Technology10.1080/0144929X.2012.69210131:7(679-695)Online publication date: 1-Jul-2012
https://dl.acm.org/doi/10.1080/0144929X.2012.692101
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Designing online banner advertisements: should we animate?

High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten

A multidimensional framework of web browsers' trust and distrust of banner advertisements

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