AdWords, images, and banner blindness: an eye-tracking study
DOI:
https://doi.org/10.3145/epi.2014.may.08Keywords:
AdWords, Advertisement, Search engines, Google, Eye tracking, User testing.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.
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