%0 Journal Article %1 Burke:2005:HBB:1121112.1121116 %A Burke, Moira %A Hornof, Anthony %A Nilsen, Erik %A Gorman, Nicholas %C New York, NY, USA %D 2005 %I ACM %J ACM Trans. Comput.-Hum. Interact. %K advertising display om09 %P 423--445 %R 10.1145/1121112.1121116 %T High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten %U http://doi.acm.org/10.1145/1121112.1121116 %V 12 %X The seeming contradiction between “banner blindness” and Web users' complaints about distracting advertisements motivates a pair of experiments into the effect of banner ads on visual search. Experiment 1 measures perceived cognitive workload and search times for short words with two banners on the screen. Four kinds of banners were examined: (1) animated commercial, (2) static commercial, (3) cyan with flashing text, and (4) blank. Using NASA's Task Load Index, participants report increased workload under flashing text banners. Experiment 2 investigates search through news headlines at two levels of difficulty: exact matches and matches requiring semantic interpretation. Results show both animated and static commercial banners decrease visual search speeds. Eye tracking data reveal people rarely look directly at banners. A post hoc memory test confirms low banner recall and, surprisingly, that animated banners are more difficult to remember than static look-alikes. Results have implications for cognitive modeling and Web design.

@article{Burke:2005:HBB:1121112.1121116, abstract = {The seeming contradiction between “banner blindness” and Web users' complaints about distracting advertisements motivates a pair of experiments into the effect of banner ads on visual search. Experiment 1 measures perceived cognitive workload and search times for short words with two banners on the screen. Four kinds of banners were examined: (1) animated commercial, (2) static commercial, (3) cyan with flashing text, and (4) blank. Using NASA's Task Load Index, participants report increased workload under flashing text banners. Experiment 2 investigates search through news headlines at two levels of difficulty: exact matches and matches requiring semantic interpretation. Results show both animated and static commercial banners decrease visual search speeds. Eye tracking data reveal people rarely look directly at banners. A post hoc memory test confirms low banner recall and, surprisingly, that animated banners are more difficult to remember than static look-alikes. Results have implications for cognitive modeling and Web design.}, acmid = {1121116}, added-at = {2011-10-21T19:57:32.000+0200}, address = {New York, NY, USA}, author = {Burke, Moira and Hornof, Anthony and Nilsen, Erik and Gorman, Nicholas}, biburl = {https://www.bibsonomy.org/bibtex/20299d02b080de5ce28d63976941e65a7/griesbau}, description = {High-cost banner blindness}, doi = {10.1145/1121112.1121116}, interhash = {0dc2f3fad3a94639c9342964d2861e38}, intrahash = {0299d02b080de5ce28d63976941e65a7}, issn = {1073-0516}, issue = {4}, journal = {ACM Trans. Comput.-Hum. Interact.}, keywords = {advertising display om09}, month = {December}, numpages = {23}, pages = {423--445}, publisher = {ACM}, timestamp = {2011-10-21T19:57:32.000+0200}, title = {High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten}, url = {http://doi.acm.org/10.1145/1121112.1121116}, volume = 12, year = 2005 }