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The Effect of Webpage Complexity and Banner Animation on Banner Effectiveness in a Free Browsing Task

ABSTRACT The effectiveness of banner advertisements has gained considerable attention among academics and practitioners. Despite the research progress in investigating the effect of banner properties (e.g., animation and location) on user perception and behavior, there is still a very limited understanding of how the properties of a banner and the surroundings of a website on which a banner is displayed can jointly influence its effectiveness. This study used eye-tracking technology to investigate the impact of banner animation and webpage complexity on users’ attention and memory performance. The results show that, during a free browsing task, an animated banner can attract earlier, greater, and more frequent attention from users and lead to better memory performance than a static one. Similarly, a banner on a low-complexity webpage also attracts earlier and more frequent attention among users and results in better memory performance than that on a high-complexity webpage. One implication is that an animated banner or a banner on a low-complexity webpage can provide a promising means of attracting users’ attention and enhancing their memory of the banners. Moreover, this study finds an interaction effect between banner animation and webpage complexity on the time to ﬁrst ﬁxation on a banner, but not on the total numbers or duration of fixations on a banner, or users’ memory performance. The finding highlights that an animated banner on a low-complexity website can be the most effective means to shorten the time to first fixation and quickly attract users’ attention. However, it cannot be deemed the most effective in generating greater and more frequent fixations on a banner, or leading to superior user memory performance.