The impacts of banner format and animation speed on banner effectiveness: Evidence from eye movements

作者：

Highlights：

• We examined the effects of banner format and animation speed on attention, recall, and attitude.

• Attention was measured by the number of contacts and the average duration of contacts.

• The effects on attention varied over time.

• No significant effects on recall or attitude were found.

摘要

•We examined the effects of banner format and animation speed on attention, recall, and attitude.•Attention was measured by the number of contacts and the average duration of contacts.•The effects on attention varied over time.•No significant effects on recall or attitude were found.

论文关键词：Banner ads,Banner effectiveness,Eye-tracking technology,Banner format,Animation speed

论文评审过程：Received 30 May 2015, Revised 28 August 2015, Accepted 31 August 2015, Available online 11 September 2015, Version of Record 11 September 2015.

论文官网地址：https://doi.org/10.1016/j.chb.2015.08.056