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Where to Place an Online Ad: An Eye-Tracking Experiment

Author

Listed:
  • Daniela Ioniță

    (The Bucharest University of Economic Studies)

  • Lucian-Florin OniÈ™or

    (The Bucharest University of Economic Studies)

Abstract

Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to investigate if Internet users are looking at advertisements and where they are looking at. An eye-tracking experiment was designed to test how much attention- in terms of fixation time and fixation counts - is allocated to advertisements when users are performing different online tasks. Tasks were selected based on complexity – low/high complexity – and involvement – low/high involvement. The results revealed that the longer it takes to accomplish a task, the more the user will look at advertisements. Regardless of task, users pay the most attention to the top advertising area followed by downright advertising area. Even if the study has some limitations, it has also some valuable managerial recommendations.

Suggested Citation

  • Daniela Ioniță & Lucian-Florin OniÈ™or, 2019. "Where to Place an Online Ad: An Eye-Tracking Experiment," Journal of Emerging Trends in Marketing and Management, The Bucharest University of Economic Studies, vol. 1(1), pages 12-23, November.
    • Handle: RePEc:aes:jetimm:v:1:y:2019:i:1:p:12-23
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    More about this item

    Keywords

    Online Ad; Eye-Tracking; Attention; Advertisement; Internet.;
    All these keywords.

    JEL classification:

    • C91 - Mathematical and Quantitative Methods - - Design of Experiments - - - Laboratory, Individual Behavior
    • D83 - Microeconomics - - Information, Knowledge, and Uncertainty - - - Search; Learning; Information and Knowledge; Communication; Belief; Unawareness
    • L81 - Industrial Organization - - Industry Studies: Services - - - Retail and Wholesale Trade; e-Commerce
    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M37 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Advertising

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