Online advertising banners are often subject to banner blindness, meaning that people
avoid looking at them. The current study examines whether web surfing while watching …

Over the last decade or so, the Internet has become a privileged media for advertisement.
Despite this increase in popularity, several studies suggested that Internet users …

During the epidemic, online advertising became more important, and several studies have
suggested that internet users tend to avoid viewing online ads, such as banner ads …

The aim of this paper is to examine the influence of the content elements of online banner
ads on customers' visual attention, and to evaluate the impacts of gender, discount rate and …

This paper provides a theoretical foundation to guide future work in online marketing
research. Specifically, we target the phenomenon of banner blindness that prevents users …

Media multitasking is on the rise due to the adoption of new technologies such as
smartphones and tablets. In this article, we study how visual attention affects the impact that …

Purpose The purpose of this study is to investigate how much visual attention is given to
banner ads embedded in Web page content dependent on whether the user's task is goal-or …

Despite the popular use of animated banner ads on websites, extant research on the effects
of web animation has generated mixed results. We argue that it is critical to identify feature …

As with all forms of advertising, exposure is a necessary prerequisite for Internet banner ad
effectiveness. However, exposure does not guarantee a user's attention, an issue especially …

Emerging technologies have transformed traditional single-screen viewing into a new form
of audience behavior called media multitasking (eg surfing the internet while watching TV) …