Abstract

Online advertising banners are often subject to banner blindness, meaning that people avoid looking at them. The current study examines whether web surfing while watching television, a form of media multitasking, influences how people respond to online ad banners. The experimental study examines whether people respond differently to an online ad banner which thematically fits with the website content (i.e., banner congruity) and which is animated (i.e., banner animation), taking into account the relevance between media tasks (whether the content of the television program and the website are related). Individuals’ cognitive (visual attention paid to the banner, measured by eye-tracking technology) and attitudinal (online banner irritation) advertising responses are measured as dependent variables. The results indicate that during media multitasking with high task relevance, higher visual attention was obtained for an incongruent (versus congruent) ad banner. When task relevance was low, no such differences were found. This two-way interaction effect was not significant for banner irritation. Further, a significant three-way interaction with task relevance, banner congruity, and banner animation was found on banner irritation but not on visual attention. Concretely, the lowest levels of banner irritation were obtained for a congruent, animated banner in a media multitasking context with high task relevance.

摘要

在线广告横幅通常容易出现横幅盲目现象，这意味着人们避免看它们。当前的研究调查了看电视时的网络冲浪（一种媒体多任务处理）是否会影响人们对在线广告标语的反应。实验研究考察了媒体任务之间的相关性（无论内容是否与网站内容相关），研究了人们对主题与网站内容（即横幅广告的一致性）和动画化（即横幅广告的动画性）的在线广告横幅广告的反应是否不同。电视节目和网站相关）。将个人的认知（对视觉的注意，通过眼动追踪技术进行衡量）和态度（对网络的刺激）的广告响应作为因变量进行衡量。结果表明，在具有较高任务相关性的媒体多任务处理过程中，对于不一致的广告横幅（与一致的广告横幅相比），视觉关注度更高。当任务相关性较低时，没有发现此类差异。这种双向交互作用对于横幅广告的刺激意义不大。此外，发现与刺激任务相关性，横幅一致性和横幅动画的显着三向交互作用是在横幅刺激而不是视觉注意力上发现的。具体而言，在与任务相关性高的媒体多任务环境中，对于全幅动画横幅可获得最低级别的横幅刺激。这种双向交互作用对于横幅广告的刺激意义不大。此外，发现与刺激任务相关性，横幅一致性和横幅动画的显着三向交互作用是在横幅刺激而不是视觉注意力上发现的。具体而言，在具有高任务相关性的媒体多任务环境中，对于全幅动画横幅可获得最低级别的横幅刺激。这种双向交互作用对于横幅广告的刺激意义不大。此外，发现与横幅广告相关但与视觉注意无关的与任务相关性，横幅一致性和横幅动画的显着三向交互。具体而言，在与任务相关性高的媒体多任务环境中，对于全幅动画横幅可获得最低级别的横幅刺激。