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Investigating the Impact of Online Banners on Visual Search and Memory Recall

This study explores the effect of online banners on visual search speed and participants' recall. Results show that banners, especially animated ones, can hinder search time and memory recall. Eye-tracking data is being analyzed for further insights.

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Investigating the Impact of Online Banners on Visual Search and Memory Recall

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  1. Banner Ads Hinder Visual Search and Are Forgotten Moira Burke1, Nicholas Gorman2, Erik Nilsen2, and Anthony Hornof1 1University of Oregon and 2Lewis & Clark College

  2. Banners still popular, getting larger

  3. Banners still popular, getting larger

  4. Banners still popular, getting larger

  5. Banners still popular, getting larger

  6. Do banners impact search? • “Banner blindness”: Only 20% of web users noticed any banners (Benway, 1998) • "An animation that appears alongside primary content will disrupt your readers' concentration and keep them from the objective of your site." (Web Style Guide, 1999) • Who is correct? • We investigate visual search speed and participants’ recall of banners

  7. Search task Search for linked news headlines. Analogous to:

  8. Search task, cont’d Our search area:

  9. Search task cont’d • Two kinds searches: literal and semantic precues

  10. Search task cont’d • Two kinds searches: literal and semantic precues • Three kinds of banners blank animated static

  11. Search task cont’d • Two kinds searches: literal and semantic precues • Three kinds of banners • Two banner placements: • top of search area • covering a random line in search area

  12. Search task cont’d • Two kinds searches: literal and semantic precues • Three kinds of banners • Two banner placements: • top of search area • covering a random line in search area • 2 blocks (by precue type)41 trials per block12 headline locations x 3 banner types + 5 practice

  13. Literal precue

  14. Literal search

  15. Literal search

  16. Literal search

  17. Semantic precue

  18. Semantic search

  19. Semantic search

  20. Surprise! A memory test • Did you see this banner? Yes / No • 60 banners40 appeared, 20 didn’tHalf animated, half static • Told some banners were from experiment; others were not

  21. Surprise! A memory test

  22. Results: Search Time Animated and static were 7% slower than blank (literal condition) Literal precue Banner Type Mean Search Time (ms) Blank 2040 Static 2169 Animated 2193 Significant difference p<.005 Semantic precue Banner Type Mean Search Time (ms) Blank 6065 Static 6210 Animated 6110 Not significant, but similar trend

  23. Results: Memory • Overall, memory quite poor (Bayles, CHI 2002) • 20.1% hit rate (100% is perfect) • 20.2% false alarm rate (0% is perfect) • Difficulty of search didn’t affect recall • Top banners remembered significantly better than randomly-placed banners

  24. Results: Memory cont’d • Signal Detection Theory to correct for guessing strategies of participants • Transform hit and false alarm rates into single measure of memory strength: d' • d' positive for static bannersd' n.s. different than zero for animated • Bottom line: Animated ads harder to recall

  25. Summary and future work Who was right? • Banner ads distract • But people don’t remember them • Animation makes recall even worse • Currently analyzing eye-tracking data • So far: People don’t look at banners, except by accident

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