Ways to Overcome the Banner Blindness in the WEB Interface

In today’s information society, the importance of advertising grows, which not only provides information, but also creates the novel mentality of a user of network information system. However, the phenomenon of banner blindness allows the user to ignore a significant amount of advertising information transmitted via web interfaces. Therefore, there is an actual task to develop and study the ways, means and methods for overcoming banner blindness of users. The results of an experimental study of the phenomenon of banner blindness in the web interface are presented. It is shown that banner advertising has a greater impact on women than on men. In addition, it is revealed that adult users (aged over 35 years) are more resistant to impact of banner advertising. The study also confirmed an increase in the effectiveness of banners located at the top left and bottom right of the web interface. The key solution to overcome banner blindness was utilization of personal characteristics of the user embedded in context elements of the web interface.

References

[1] Turton Guy. Waving the banner for online display. Media and Digital Practice Millward Brown. Available at: http://free.motivation1.org/waving-the-banner-for-online-display-w24923/ (accessed 14.02.2014). (Russ. Ed.: Tarton G. Vtoroe dykhanie bannernoy reklamy. Marketing v Rossii i za rubezhom [Marketing in Russia and abroad], 2012, no. 6, pp. 93-96).

[2] Digital to account for one in five ad dollars. Available at: http://www.emarketer.com/Article/Digital-Account-One-Five-Ad-Dollars/1009592 (accessed 13.01.2014).

[3] Evdokimova V.E. Creation an advertising banner. Informatika i obrazovanie [Science and Education], 2010, e 5, S. 62-64 (in Russ.).

[4] Ponikarovskaya T.N. Structural features of static and animated web banners. Vestn. Novosib. Gos. Univ., Seriya Fizika [Herald of the North. (Arctic) Federal Un. Ser. Humanities and Social Sciences], 2011, no. 5, pp. 82-86 (in Russ.).

[5] Dronov V.I. System testing algorithms of mobile banners rotation. Al’manakh sovremennoy nauki i obrazovaniya [Almanac of Contemporary Sc. Educ.], 2013, vol. 73, no. 6, pp. 53-57 (in Russ.).

[6] Kornetova A.N., Chervonenkis A.Ya. Optimization of ad impressions in search systems. Problemy upravleniya [Management problems], 2013, no. 1, pp. 40-49 (in Russ.).

[7] Nazarov M.M. On the response to banner advertising: experience pilot study. Internetmarketing [Internet-Marketing], 2010, no. 4, pp. 252-260 (in Russ.).

[8] Burke M., Hornof A., Nilsen E., Gorman N. High-cost banner blindness: Ads increase perceived workload, hinder visual search, and are forgotten. ACM Transactions on Computer-Human Interaction. 2005, no. 4, pp. 423-445.

[9] Zints R. Obuchenie i pamyat’ [Learning and memory]. Minsk, Vysheyshaya shk. Publ., 1984. 238 p.

[10] Nielsen J. Fancy formatting, fancy words = Looks like a promotion. Available at: http://www.nngroup.com/articles/fancy-formatting-looks-like-an-ad/ (accessed 13.01.2014).

[11] Nielsen J. Scrolling and Attention. Available at: http://www.nngroup.com/articles/scrolling-and-attention/ (accessed 13.01.2014).

[12] Loranger H. Fight against "Right-Rail Blindness". Available at: http://www.nngroup.com/articles/fight-right-rail-blindness/ (accessed 13.01.2014).

[13] Zinchenko E.S. Means of implementation in the banner message persuasiveness. Vestn. Mosk. Univ., Ser. 9: Filologiya [Moscow Univ. Philology Bull.], 2013, no. 4, pp. 191-201 (in Russ.).

[14] Lukerchenko E. Ways to improve the effectiveness of online advertising banner. Internet-marketing [Internet-Marketing], 2004, no. 1, pp. 44-48 (in Russ.).

[15] Solso Robert L., MacLin M. Kimberly, MacLin Otto H. Cognitive Psychology. 8th Ed. Pearson/A and B. 2005. 602 p. (Russ. Ed.: Solso R. Kognitivnaya psikhologiya. SPb., Piter Publ., 2006. 589 p.)