The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

No Thumbnail Available

Date

2021

Authors

Journal Title

Journal ISSN

Volume Title

Publisher

Mdpi

Research Projects

Organizational Units

Thumbnail Image
Organizational Unit
Software Engineering
(2005)
Department of Software Engineering was founded in 2005 as the first department in Ankara in Software Engineering. The recent developments in current technologies such as Artificial Intelligence, Machine Learning, Big Data, and Blockchains, have placed Software Engineering among the top professions of today, and the future. The academic and research activities in the department are pursued with qualified faculty at Undergraduate, Graduate and Doctorate Degree levels. Our University is one of the two universities offering a Doctorate-level program in this field. In addition to focusing on the basic phases of software (analysis, design, development, testing) and relevant methodologies in detail, our department offers education in various areas of expertise, such as Object-oriented Analysis and Design, Human-Computer Interaction, Software Quality Assurance, Software Requirement Engineering, Software Design and Architecture, Software Project Management, Software Testing and Model-Driven Software Development. The curriculum of our Department is catered to graduate individuals who are prepared to take part in any phase of software development of large-scale software in line with the requirements of the software sector. Department of Software Engineering is accredited by MÜDEK (Association for Evaluation and Accreditation of Engineering Programs) until September 30th, 2021, and has been granted the EUR-ACE label that is valid in Europe. This label provides our graduates with a vital head-start to be admitted to graduate-level programs, and into working environments in European Union countries. The Big Data and Cloud Computing Laboratory, as well as MobiLab where mobile applications are developed, SimLAB, the simulation laboratory for Medical Computing, and software education laboratories of the department are equipped with various software tools and hardware to enable our students to use state-of-the-art software technologies. Our graduates are employed in software and R&D companies (Technoparks), national/international institutions developing or utilizing software technologies (such as banks, healthcare institutions, the Information Technologies departments of private and public institutions, telecommunication companies, TÜİK, SPK, BDDK, EPDK, RK, or universities), and research institutions such TÜBİTAK.
Thumbnail Image
Organizational Unit
Information Systems Engineering
Information Systems is an academic and professional discipline which follows data collection, utilization, storage, distribution, processing and management processes and modern technologies used in this field. Our department implements a pioneering and innovative education program that aims to raise the manpower, able to meet the changing and developing needs and expectations of our country and the world. Our courses on current information technologies especially stand out.

Journal Issue

Abstract

The aim of this paper is to examine the influence of the content elements of online banner ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and brand familiarity on this issue. An eye-tracking study with 34 participants (18 male and 16 female) was conducted, in which the participants were presented with eight types of online banner ads comprising three content elements-namely brand, discount rate and image-while their eye movements were recorded. The results showed that the image was the most attractive area among the three main content elements. Furthermore, the middle areas of the banners were noticed first, and areas located on the left side were mostly noticed earlier than those on the right side. The results also indicated that the discount areas of banners with higher discount rates were more attractive and eye-catching compared to those of banners with lower discount rates. In addition to these, the participants who were familiar with the brand mostly concentrated on the discount area, while those who were unfamiliar with the brand mostly paid attention to the image area. The findings from this study will assist marketers in creating more effective and efficient online banner ads that appeal to customers, ultimately fostering positive attitudes towards the advertisement.

Description

Peker, Serhat/0000-0002-6876-3982; Menekse Dalveren, Gonca Gokce/0000-0002-8649-1909; INAL, YAVUZ/0000-0001-9919-6637

Keywords

human computer interaction, eye-tracking, online banners, online advertising, banner advertisements

Turkish CoHE Thesis Center URL

Citation

4

WoS Q

Scopus Q

Source

Volume

13

Issue

1

Start Page

End Page

URI

https://doi.org/10.3390/fi13010018
 https://hdl.handle.net/20.500.14411/1940

Collections

WOS
Scopus