AdWords, imágenes y ceguera a los banners. Un estudio con eye tracking

Ortiz-Chaves, Laura, Martínez-de-Pisón, Eduardo, Cancela-López-Carrión, Germán, Gonçalves-de-Vasconcellos, Juliano, Rovira, Cristòfol and Marcos, Mari-Carmen AdWords, imágenes y ceguera a los banners. Un estudio con eye tracking. El profesional de la información, 2014, vol. 23, n. 3, pp. 279-287. [Journal article (Paginated)]

[thumbnail of 279-287_Ortiz-Chaves.pdf]
Preview
 Text
279-287_Ortiz-Chaves.pdf - Published version
Download (2MB) | Preview

English abstract

Unlike most online advertising, Google opts for a purely textual model in the ads showed in its results pages. This paper presents an eye-tracking study conducted to determine if right-side graphic elements in Google AdWords affect users’ visual behavior. AdWords have been modified to contain logos and pictures. The analysis concludes that the appearance of images does not change user interaction with ads, which is attributed to the “banner blindness” effect.

Spanish abstract

A diferencia de la mayoría de la publicidad online, Google opta por un modelo puramente textual en los anuncios, que muestra en sus páginas de resultados en su servicio AdWords. Se realiza un experimento en el que se han modificado los AdWords originales de la zona lateral derecha para incorporar elementos gráficos, concretamente logotipos de los anunciantes y fotografías de los productos anunciados. Un grupo de usuarios es expuesto a estas páginas y mediante la técnica de eye tracking se analiza su comportamiento visual. Los resultados indican que la aparición de imágenes en estos anuncios laterales no supone un cambio en la interacción de los usuarios con los anuncios, lo que se achaca al llamado efecto de “ceguera a los banners”.

Item type: Journal article (Paginated)
Keywords: AdWords, Advertisement, Search engines, Google, Eye tracking, User testing, Publicidad, Buscadores, Test de usuarios
Subjects: C. Users, literacy and reading. > CB. User studies.
L. Information technology and library technology > LS. Search engines.
Depositing user: Cristòfol Rovira
Date deposited: 25 Jun 2014 11:16
Last modified: 02 Oct 2014 12:31
URI: http://hdl.handle.net/10760/23308

References

Aggarwal, Sonal; Van-Oostendorp, Herre (2012). “When are pictures processed on a webpage?”. En: Intelligent human computer interaction (IHCI), 4th Intl conf, IEEE, pp. 1-6.

http://dx.doi.org/10.1109/IHCI.2012.6481874

Benway, Jan P.; Lane, David M. (1998). Banner blindness: web searchers often miss “obvious” links. Internet Technical Group.

http://www.ruf.rice.edu/~lane/papers/banner_blindness.pdf

Beymer, David; Orton, Peter; Russell, Daniel (2007). “An eye tracking study of how pictures influence online reading”. En: Human-Computer Interaction - Interact 2007. Springer Berlin Heidelberg, pp. 456-460.

http://dx.doi.org/10.1007/978-3-540-74800-7_41

Buscher, Georg; Dumais, Susan T.; Cutrell, Edward (2010). “The good, the bad, and the random: an eye-tracking study of ad quality in web search”. En: Procs of the 33rd intl ACM Sigir conf on research and development in information re trieval, July.

http://research.microsoft.com/pubs/156119/SIGIR2010-Buscher-GoodBadRandom.pdf

http://dx.doi.org/10.1145/1835449.1835459

Dumais, Susan T.; Buscher, Georg; Cutrell, Edward (2010). “Individual differences in gaze patterns for web search”. En: Procs of the 3rd Symposium on information interaction in context. ACM.

http://research.microsoft.com/pubs/156118/IIiX2010- DumaisEtal_Gaze_final.pdf

http://dx.doi.org/10.1145/1840784.1840812

González-Caro, Cristina; Marcos, Mari-Carmen (2011). “Di- fferent users and intents: an eye-tracking analysis of web search”. En: King, Irwin; Nejdl, Wolfgang; Li, Hang. WSDM’11 4th ACM Intl conf on web search and data mining.

http://ciio.unab.edu.co/gti/images/documentos/umwa-8. pdf

Granka, Laura; Feusner, Matthew; Lorigo, Lori (2008). “Eye monitoring in on-line search”. En: Hammoud, Riad (ed.). Passive eye monitoring: algorithms, applications and experi- ments, pp. 347-372. ISBN: 978 3 540 75412 1

http://dx.doi.org/10.1007/978-3-540-75412-1_16

Jansen, Bernard J.; Brown, Anna; Resnick, Marc (2007). “Factors relating to the decision to click on a sponsored link”. Decision support systems, Nov., v. 44, n. 1, pp. 46-59.

http://dx.doi.org/10.1016/j.dss.2007.02.009

Jansen, Bernard J.; Resnick, Marc (2006). “An examination of searcher’s perceptions of nonsponsored and sponsored links during ecommerce web searching”. Journal of the American Society for Information Science and Technology, v. 57, n. 14.

http://faculty.ist.psu.edu/jjansen/academic/pubs/sponsored_links_jansen.pdf

http://dx.doi.org/10.1002/asi.20425

Manning, Christopher D.; Raghavan, Prabhakar; Schütze, Hartmut (2008). Introduction to information retrieval. Cambridge University Press, ISBN: 9780511809071

http://nlp.stanford.edu/IR-book http://dx.doi.org/10.1017/CBO9780511809071

Marcos, Mari-Carmen; González-Caro, Cristina (2010). “El comportamiento de los usuarios en la página de resultados de los buscadores: un estudio basado en la técnica de eye tracking”. El profesional de la información, v. 19, n. 4, pp. 348-358.

http://grupoweb.upf.es/WRG/dctos/marcos__ gonzalez_2010.pdf

http://dx.doi.org/10.3145/epi.2010.jul.03

Nielsen, Jakob (2007). “Banner blindness: old and new findings”. Nielsen Norman Group: evidence based user experience research, training and consulting, August 20.

http://www.nngroup.com/articles/banner-blindness-old- and-new-findings

Owens, Justin W.; Chaparro, Barbara S.; Palmer, Evan M. (2011). “Text advertising blindness: the new banner blindness?”. Journal of usability studies, v. 6, n. 3.

http://usabilityprofessionals.org/upa_publications/jus/2011may/JUS_Owens_May_2011.pdf

Richardson, Matthew; Dominowska, Ewa; Ragno, Robert (2007). “Predicting clicks: estimating the click-through rate for new ads”. En: Procs of the 16th Intl conf on World Wide Web, WWW’07, pp. 521-530.

http://wwwconference.org/www2007/papers/paper784.pdf

http://dx.doi.org/10.1145/1242572.1242643

Shrestha, Sav; Owens, Justinand; Chaparro, Barbara S. (2009). “The effect of location and congruency of text ads on information search”. En: Procs of the Human Factors and Ergonomics Society annual meeting, October, v. 53, n. 18.

http://dx.doi.org/10.1177/154193120905301821

Yang, Sha; Ghose, Anindya (2010). “Analyzing the relationship between organic and sponsored search advertising: positive, negative, or zero interdependence?”. Marketing science, v. 29, n. 4, pp. 602-623.

http://dx.doi.org/10.1287/mksc.1090.0552


Downloads

Downloads per month over past year

Actions (login required)

View Item View Item
Contact us
Send email Sponsors
Sponsor: AIMS Sponsor: D&P Sponsor: UniNa CAB Get connected
Facebook Facebook Twitter Twitter Linkedin LinkedIn RSS RSS