Kuisma, Simola, Uusitalo, and Öörni (2010) measure how animation and ad format change attention to, and memory for, online ads.

Eye tracking of real-world online ads finds that animation, on average, has little or no effect on attention. The effect depends on format: animation raises attention to skyscrapers and lowers attention to banners. Animation improves recognition mainly for banners. People can recognize ads they never looked at directly.

Method

Attention to a variety of real-world ads is measured with eye tracking. Memory is measured with recognition and recall tests. The design crosses animation with ad format.

Main findings

  • Animation is not a general attention gain. On average, animation has little or no effect on attention.
  • Format decides the sign. Animation has a positive effect on attention to skyscrapers and a negative effect on attention to banners.
  • Recognition can precede a look. Animation improves recognition mainly for banners. Consumers can recognize ads without having looked at them.

Why this is in the Darwin index

This is the format interaction next to Lee and Ahn (2012), who find that banner animation can draw less attention than a static banner. Kuisma and colleagues show that the same motion can help a skyscraper.

Source of record: doi:10.1016/j.intmar.2010.07.002.