The effect of banner animation on fixation behavior and recall performance in search tasks

Abstract

Previous findings suggested that banner ads have little or no impact on perceptual behavior and memory performance in search tasks, but only in browsing paradigms. This assumption is not supported by the present eye-tracking study. It investigates whether task-related selective attention is disrupted depending on the animation intensity of banner ads when users are in a search mode as well as the impact of banner animation on perceptual and memory performance. We find that fixation frequency on banners increases with animation intensity. Moreover, a specific temporal course of fixation frequency on banners could be observed. However, the duration of fixations on a banner is independent of its animation intensity. Results also reveal that animation enhances the recall performance of banner content. The subject of advertisement, the position of the banner as well as writings and colors are recalled better when the banner is animated in contrast to a non-animated banner, whereby the animation intensity has no impact on banner related recall performance. Importantly, the performance in the actual information search task is not affected by banner animation. Moreover, animation intensity does not affect subjects' attitude towards the banner ad. (C) 2011 Elsevier Ltd. All rights reserved.