The effect of animated banner advertisements on a visual search task Export

@mastersthesis{citeulike:402391, abstract = {The growth of the Internet as a commercial medium has led advertisers to exploit humans' inherent sensitivity to movement in the form of animated banner ads. An experiment was designed to compare the exogenous, or involuntary, attention capture of four types of banners: animated commercial banners, static commercial banners, flashing text banners, and blank banners. Participants performed a simple visual search task in the presence of the different banner types, and software recorded search times and errors. Subjective workload ratings were also collected using NASA's Task Load Index system. No significant difference in search time was found between the four conditions; however, participants rated the search task with the animated banner distractors as much more work-intensive.}, author = {Burke, Moira K. and Hornof, Anthony J.}, citeulike-article-id = {402391}, comment = {Paper comes from cs.uoregon.edu}, keywords = {advertisements, banner, blindness, thesis, web}, posted-at = {2005-11-21 06:47:50}, priority = {2}, title = {The effect of animated banner advertisements on a visual search task}, year = {2001} }

TY - THES ID - citeulike:402391 L3 - citeulike-article-id:402391 N2 - The growth of the Internet as a commercial medium has led advertisers to exploit humans' inherent sensitivity to movement in the form of animated banner ads. An experiment was designed to compare the exogenous, or involuntary, attention capture of four types of banners: animated commercial banners, static commercial banners, flashing text banners, and blank banners. Participants performed a simple visual search task in the presence of the different banner types, and software recorded search times and errors. Subjective workload ratings were also collected using NASA's Task Load Index system. No significant difference in search time was found between the four conditions; however, participants rated the search task with the animated banner distractors as much more work-intensive. TI - The effect of animated banner advertisements on a visual search task KW - advertisements KW - banner KW - blindness KW - thesis KW - web N1 - Paper comes from cs.uoregon.edu AU - Burke, Moira AU - Hornof, Anthony PY - 2001/// ER -