Effective Creativity Against Banner Blindness
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Technická Univerzita v Liberci
Technical university of Liberec, Czech Republic
Technical university of Liberec, Czech Republic
Abstract
This research study titled "Effective Creativity against Banner Blindness" aims to investigate the factors that significantly influence the attention of Internet users toward banner ads. By observing Internet users during their natural online browsing behavior, we discovered that factors such as colors, text, and element layout have a negligible influence. However, a crucial finding of this study is that the user's current needs or interests play a significant role in capturing their attention. Consequently, recognizing that Internet users are primarily influenced by whether an advertisement aligns with their everyday needs or goods is the primary outcome of this study. Furthermore, this research provides insights into strategies to combat banner blindness by presenting relevant ads to the right user at the right time and place.
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Banner blindness, banner ads, creativity, internet users, current need, interest, user selective, critical factors
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978-80-7494-627-1