Text advertising blindness: the new banner blindness?
Owens, Justin W. Chaparro, Barbara S. Palmer, Evan M.
Owens, Justin W.
Chaparro, Barbara S.
Palmer, Evan M.
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2011-05
Type
Article
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Keywords
Advertising blindness,Text advertising,Banner blindness,Eye-tracking,Web page design
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Citation
Justin W. Owens, Barbara S. Chaparro, Evan M. Palmer; Text Advertising Blindness: The New Banner Blindness?; Journal of Usability Studies Volume 6, Issue 3, May 2011, pp. 172 - 197
Abstract
Banner blindness, the phenomenon of website users actively
ignoring web banners, was first reported in the late 1990s.
This study expands the banner blindness concept to text
advertising blindness and examines the effects of search
type and advertisement location on the degree of blindness.
Performance and eye-tracking analyses show that users tend
to miss information in text ads on the right side of the page
more often than in text ads at the top of the page. Search
type (exact or semantic) was also found to affect
performance and eye-tracking measures. Participant search
strategies differed depending on search type and whether
the top area of the page was perceived to be advertising or
relevant content. These results show that text ad blindness
occurs, significantly affects search performance on web
pages, and is more prevalent on the right side of the page
than the top.
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Publisher
Usability Professionals’ Association
Journal
Book Title
Series
Journal of Usability Studies;
;v.6, No.3
;v.6, No.3
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1931-3357