The influence of banner placement and navigation style on the recognition of advertisement banners

Silvia Heinz*, Elisa D. Mekler

*Corresponding author for this work

Research output: Chapter in Book/Report/Conference proceedingConference contributionScientificpeer-review

5 Citations (Scopus)

Abstract

This pre-study examined the influence of navigation style (aimless browsing vs. goal oriented information search) and banner placement (bottom vs. top of the page) on recall and recognition of online advertisements. A sample of 83 undergraduate students was randomly assigned to one of four conditions. Subjects were asked to either browse an online shop for jackets or search specific pieces of clothing. Results indicate that navigation style, but not banner placement influences recognition and recall. Further research should look into more subtle differences in navigation style and eye-tracking data could reveal additional insights.

Original languageEnglish
Title of host publicationNordiCHI 2012
Subtitle of host publicationMaking Sense Through Design - Proceedings of the 7th Nordic Conference on Human-Computer Interaction
Pages803-804
Number of pages2
DOIs
Publication statusPublished - 31 Dec 2012
MoE publication typeA4 Article in a conference publication
EventNordic Conference on Human-Computer Interaction
- Copenhagen, Denmark
Duration: 14 Oct 201217 Oct 2012
Conference number: 7

Conference

ConferenceNordic Conference on Human-Computer Interaction
Abbreviated titleNordiCHI
CountryDenmark
CityCopenhagen
Period14/10/201217/10/2012

Keywords

  • Advertisement
  • Online banner
  • Online shopping
  • Recall
  • Recognition

Fingerprint Dive into the research topics of 'The influence of banner placement and navigation style on the recognition of advertisement banners'. Together they form a unique fingerprint.

Cite this