Text Advertising Blindness: The New Banner Blindness?

• DOI: 10.5555/2007456.2007460
• Publication Date: 2011-05-01
• Authors: Justin W. Owens; Barbara S. Chaparro; Evan M. Palmer
• Keywords: Banner; Affect

Banner blindness, the phenomenon of website users actively ignoring web banners, was first reported in late 1990s. This study expands banner blindness concept to text advertising and examines effects search type advertisement location on degree blindness. Performance eye-tracking analyses show that tend miss information ads right side page more often than at top page. Search (exact or semantic) also found affect performance measures. Participant strategies differed depending whether area perceived be relevant content. These results ad occurs, significantly affects pages, is prevalent top.