The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study

Josh Mills

2016-02-18

Banner ad Blindness

Research Questions:

1. How does the location of web-based banner ads within the design of a commercial home page influence the likelihood and impact of banner blindness?

2. How does the specificity of the user’s task influence the likelihood and impact of banner blindness?

Inattention Blindness

Banner Blindness

How to Overcome Banner Blindness?

Task type

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Results

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Goal Directed

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Free-Viewing

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Conclusion

Take-aways