Automated Attention Analysis Across Brands and Cultures in Online Beer Marketing (original) (raw)
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2016
A natural field experiment was conducted on a live Dutch website. Over the course of 15 weeks the mousemovements of 450 subjects were tracked. Several tests ascertained the effect of the of animation, size, position, the degree of distinction, the length of exposure and browser usage on the attention that consumers devote to online advertising banners. The study found that consumers are much more likely to pay attention to an advertising banner that is positioned on the left side of the page than to an advertising banner that is positioned on the right side of the webpage. Left positioned banners are also noticed earlier than right positioned banners, as are large banners compared to small banners. Additionally, the likelihood of a consumer paying attention to an advertising banner increases with every second that a consumer spends on a website. An advertising publisher should therefore focus on positioning its advertising banners on the left side of the webpage and on keeping consu...
Do You See It Clearly? The Effect of Packaging and Label Format on Google Ads
Journal of Theoretical and Applied Electronic Commerce Research, 2021
The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is capture...
Journal of Vacation Marketing, 2018
Tourist marketers rely heavily on using visual stimuli in their advertising to attract attention and improve awareness of and interest to the experience they offer. This study used eye-tracking and self-report recall methods to investigate online tourism advertisement effectiveness. A within-subjects experimental design (n=72) was used to examine mock advertisements (stimuli) containing various combinations of image, text and price. Results show that the advertisement containing both image and price was least effective, while the text only advertisement was most effective in capturing the respondent's attention. Advertising consisting of image, text and price generated the best recall. There were significant differences in results based on gender, task and experience.