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

Ortiz-Chaves, Laura and Martínez-de-Pisón, Eduardo and Cancela-López-Carrión, Germán and Gonçalves-de-Vasconcellos, Juliano and 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)]

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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

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