Designing online banner advertisements: should we animate?

ABSTRACT

A common medium for advertising on the Internet is the use of banner ads. This study investigates recall and recognition of animated banner advertisements in an attempt to identify design guidelines. It was hypothesized that animation would increase recall and recognition of novel ads by increasing user awareness. No significant relationships were found between the use of animation and ability to recall and recognize banner ads. Results indicate that animation does not enhance user memory of online banner advertisements.

REFERENCES

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INDEX TERMS

Primary Classification:
  H. Information Systems
  H.5 INFORMATION INTERFACES AND PRESENTATION (I.7)
      H.5.1 Multimedia Information Systems
          Subjects: Animations

Additional Classification:
  C. Computer Systems Organization
  C.2 COMPUTER-COMMUNICATION NETWORKS
      C.2.1 Network Architecture and Design

          Nouns: Internet

  I. Computing Methodologies
  I.3 COMPUTER GRAPHICS
      I.3.7 Three-Dimensional Graphics and Realism
          Subjects: Animation
  I.6 SIMULATION AND MODELING
      I.6.8 Types of Simulation
          Subjects: Animation

General Terms:
Design, Experimentation, Performance, Theory

Keywords:
animation, banner ads, online advertisements, recall, recognition