Lee and Ahn (2012) measure banner attention with eye tracking and test whether animation helps memory, or whether it only moves brand attitude out of awareness.
Animation in banner ads attracts less attention than static ads and reduces the positive effect of attention on memory. More than half of the participants could not recognize the advertised brand. The animated banner was still processed unconsciously and did influence attitude toward the brand.
Method
An eye-tracking experiment. Attention is taken from recorded eye movements. The design compares animated and static banners and separates conscious brand recognition from unconscious effects on brand attitude.
Main findings
- Motion is not more attention. Animated banners attract less attention than static banners.
- Attention's memory payoff shrinks. Animation reduces the positive effect of attention on memory.
- Unseen is not unused. Even though more than half of the participants could not recognize the brand, the animated banner influenced brand attitude through unconscious processing.
Why this is in the Darwin index
This is the eye-tracking follow-on to Drèze and Hussherr (2003). It separates whether the eyes landed from whether brand attitude moved, and it finds that banner animation can fail at the first while still doing the second.
Source of record: doi:10.2753/JEC1086-4415170105.