Attention Capture with CAPTCHAs : Decreasing Banner Blindness using New Online Advertising Techniques
Type
conference paper
Date Issued
2011-05-27
Author(s)
Abstract
The tendency of internet users to intuitively ignore traditional online banner advertisements, called banner blindness, is well established in literature. New technical developments, such as the placement of advertisements in security elements on websites, might increase effectiveness of online advertising, as they stimulate user interaction with the advertisement. In an empirical study, we were able to show that participants' recognition of the advertisement could be vastly augmented. Further increasing user interaction led to a 5 times better recall of a previously unknown brand as compared to classical banner advertising. Practical implications are discussed.
Language
English
Keywords
Banner Blindness
Online Advertising
Captcha
Free Recall
Memory
HSG Classification
contribution to scientific community
Refereed
Yes
Book title
Conference Proceedings of the 40th EMAC Conference
Publisher
European Marketing Academy
Start page
316
Event Title
40h European Marketing Academy (EMAC) Annual Conference
Event Location
Ljubljana, Slovenia
Event Date
24.-27.05.2011
Subject(s)
Division(s)
Eprints ID
206153