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Eye Tracking Study Reveals Ad Viewing Behavior – “The Blend” Works, and Banner Ads Suck

Online marketing information can change quickly This article is 16 years and 281 days old, and the facts and opinions contained in it may be out of date.

Not a lot of big surprises here for anyone who works with online advertising quite often, but some good information nonetheless. It’s always good to have research to back up gut feelings and your own statistics. Here’s another whitepaper of research done on banner advertising. Here is a summary of there findings:

  • Users look directly at banners for nearly a quarter of their often within the first 5 seconds of their exposure to the page
  • People are able to recall an advert they had seen without prompting
  • Over a third can recognise an advert they have seen, a more valuable for credibility and brand building.
  • A colourful presence made more of a lasting impression
  • Dynamic adverts provided better recollection in Bunnyfoot testing.
  • Location of advert on the page determined its level of success
  • Users were mostly neutral in their attitudes towards banner
  • Negative comments were few in number but were exhibited tried to encourage click-throughs via deceptive formats.

Both of these articles were found from a newsletter providing by MarketingVox, which is an excellent resource for Internet Marketers/ Entrepreneurs. And NO, I don’t even get a commission if you signup, it’s just a great resource that I am happy to promote to others. Thanks for putting out great content guys.

Eye Tracking Study Reveals Ad Viewing Behavior — “The Blend” Works, and Banner Ads Suck

More information about Todd Malicoat aka stuntdubl.

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  • rck

    A quick note about “Bunnyfoot testing”, it wasn’t clear to me at first. Bunnyfoot seems to be the name of the creators of that paper. Not another form of usability testing :-)

    René C. Kiesler