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Is banner ads totally blind for us?

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Chui Yin WongAuthors Info & Claims

CHI EA '01: CHI '01 Extended Abstracts on Human Factors in Computing Systems

Pages 389 - 390

https://doi.org/10.1145/634067.634297

Published: 31 March 2001 Publication History

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Abstract

The emergence of Internet has provided an alternative channel for companies to promote their services and products online besides the traditional medium. An overview of Internet advertising diagram is also outlined in the paper. Banner ads, as the first form of Internet ads model, is a form of passive exposure in which the consumer does not consciously decide to view [4]. "Banner blindness" was coined [3] to identify users usually overlook banner ads on the Web. A pilot test was conducted to examine whether users do notice the banner ads on the Web. The results showed that graphics, content, and interactivity are the three elements users are attracted to click on the banner ads. Nielsen's 10 usability heuristic principle [5] is adopted on banner ads to illustrate the problem issue.

References

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Asohan, A. The dot-gone danger. The Star In-tech, 18 April 2000.

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[2]

Bayles, M. Just How 'Blind' Are We to Advertising Banners on the Web? http://wsupsy.psy.twsu.edu/surl/usabilitynews/2S/banners.html

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[3]

Benway, J. P. and Lane, D. M. Banner Blindness: Web Searchers Often Miss "Obvious" Links. http://www.sandia.gov/itg/newsletter/dec98/banner_blindness.html

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Chatterjee, P. Modeling Consumer Network in World Wide Web sites: Implication for Advertising. Dissertation Proposal, Owen Graduate School of Management, Vanderbilt University, 1996.

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Nielsen, J. Usability Engineering. Morgan Kaufmann, San Diego, 1993.

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Nielsen, J. Why Advertising Doesn't Work on the Web. http://www.useit.com/alertbox/9709a.html.

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Wong, CY. Justifying a Usability Engineering Method for Web Advertising, in Proceedings of APCHI/ASEAN Ergonomics 2000, Lim et.al. (eds.), (Singapore, Nov 2000), Elversier Science Ltd., p387.

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Zeff, R, and Aronson, B. Advertising on the Internet. 2nd ed. John Wiley & Sons, Inc., NY, 1999

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Jankowski JHamari JWątróbski J(2019)A gradual approach for maximising user conversion without compromising experience with high visual intensity website elementsInternet Research10.1108/IntR-09-2016-027129:1(194-217)Online publication date: 4-Feb-2019
https://doi.org/10.1108/IntR-09-2016-0271
Krammer V(2008)An Effective Defense against Intrusive Web AdvertisingProceedings of the 2008 Sixth Annual Conference on Privacy, Security and Trust10.1109/PST.2008.10(3-14)Online publication date: 1-Oct-2008
https://dl.acm.org/doi/10.1109/PST.2008.10

Index Terms

Is banner ads totally blind for us?
1. Human-centered computing
  1. Human computer interaction (HCI)
  2. Interaction design
    1. Interaction design process and methods
      1. User centered design
    2. Systems and tools for interaction design

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CHI EA '01: CHI '01 Extended Abstracts on Human Factors in Computing Systems

March 2001

544 pages

ISBN:1581133405

DOI:10.1145/634067

Conference Chair:
Marilyn (Mantei) Tremaine
Rutgers University

Permission to make digital or hard copies of all or part of this work for personal or classroom use is granted without fee provided that copies are not made or distributed for profit or commercial advantage and that copies bear this notice and the full citation on the first page. Copyrights for components of this work owned by others than ACM must be honored. Abstracting with credit is permitted. To copy otherwise, or republish, to post on servers or to redistribute to lists, requires prior specific permission and/or a fee. Request permissions from [email protected]

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Published: 31 March 2001

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Jankowski JHamari JWątróbski J(2019)A gradual approach for maximising user conversion without compromising experience with high visual intensity website elementsInternet Research10.1108/IntR-09-2016-027129:1(194-217)Online publication date: 4-Feb-2019
https://doi.org/10.1108/IntR-09-2016-0271
Krammer V(2008)An Effective Defense against Intrusive Web AdvertisingProceedings of the 2008 Sixth Annual Conference on Privacy, Security and Trust10.1109/PST.2008.10(3-14)Online publication date: 1-Oct-2008
https://dl.acm.org/doi/10.1109/PST.2008.10

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Designing online banner advertisements: should we animate?

A multidimensional framework of web browsers' trust and distrust of banner advertisements

The Banner Ads Model: How to Promote Business Online

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Designing online banner advertisements: should we animate?

A multidimensional framework of web browsers' trust and distrust of banner advertisements

The Banner Ads Model: How to Promote Business Online

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