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The Effects of Animation and Format on the Perception and Memory of Online Advertising

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  • Kuisma, Jarmo
  • Simola, Jaana
  • Uusitalo, Liisa
  • Öörni, Anssi

Abstract

Based on a general framework of consumer perception and processing of advertising, this study examines the impact of animation and ad format on the attention and memorization of online ads. Consumer attention to a variety of real-world ads was measured with eye tracking and ad memory was assessed with recognition and recall tests. The results suggest that on average, animation had little or no effect on attention. We did nevertheless observe a strong interaction effect between animation and ad format, which suggests that the effect of animation is conditioned by ad format. Animation has a positive effect on attention to skyscrapers, but a negative one on attention to banners. As to memorization, animation improved recognition effects, but mainly for banners. Surprisingly, consumers could recognize ads without having looked at them, which suggests that online consumers are especially parsimonious in allocating their focal attention and memory resources to irrelevant ads when they are involved in other tasks.

Suggested Citation

  • Kuisma, Jarmo & Simola, Jaana & Uusitalo, Liisa & Öörni, Anssi, 2010. "The Effects of Animation and Format on the Perception and Memory of Online Advertising," Journal of Interactive Marketing, Elsevier, vol. 24(4), pages 269-282.
    • Handle: RePEc:eee:joinma:v:24:y:2010:i:4:p:269-282
    DOI: 10.1016/j.intmar.2010.07.002
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    3. Kristina Ročkutė & Inga Minelgaitė & Ligita Zailskaitė-Jakštė & Robertas Damaševičius, 2018. "Brand Awareness in the Context of Mistrust: The Case Study of an Employment Agency," Sustainability, MDPI, vol. 10(3), pages 1-13, March.
    4. Khachatryan, Hayk & Behe, Bridget K. & Campbell, Benjamin L. & Hall, Charles R. & Dennis, Jennifer H., 2013. "Does Eye Tracking Reveal More About the Effects of Buying Impulsiveness on the Green Industry Consumer Choice Behavior?," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150333, Agricultural and Applied Economics Association.
    5. Laroche, Michel & Li, Rong & Richard, Marie-Odile & Zhou, Mi, 2022. "An investigation into online atmospherics: The effect of animated images on emotions, cognition, and purchase intentions," Journal of Retailing and Consumer Services, Elsevier, vol. 64(C).
    6. Serhat Peker & Gonca Gokce Menekse Dalveren & Yavuz İnal, 2021. "The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study," Future Internet, MDPI, vol. 13(1), pages 1-18, January.
    7. Verhagen, T. & Nes, J.G. van & Feldberg, J.F.M. & Dolen, W.M. van, 2011. "Virtual customer service agents: Using social presence and personalization to shape online service encounters," Serie Research Memoranda 0010, VU University Amsterdam, Faculty of Economics, Business Administration and Econometrics.
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    10. Fennell, Patrick B. & Schneider, Gustavo, 2023. "The influence of visually dynamic imagery on purchase intentions: The roles of arousal and lay rationalism," Journal of Retailing and Consumer Services, Elsevier, vol. 75(C).
    11. Gottschalk, Sabrina A. & Mafael, Alexander, 2017. "Cutting Through the Online Review Jungle — Investigating Selective eWOM Processing," Journal of Interactive Marketing, Elsevier, vol. 37(C), pages 89-104.
    12. Huang, Bo & Juaneda, Carolane & Sénécal, Sylvain & Léger, Pierre-Majorique, 2021. "“Now You See Me”: The Attention-Grabbing Effect of Product Similarity and Proximity in Online Shopping," Journal of Interactive Marketing, Elsevier, vol. 54(C), pages 1-10.
    13. Campbell, Benjamin L. & Behe, Bridget K. & Khachatryan, Hayk & Hall, Charles R. & Dennis, Jennifer H. & Huddleston, Patricia T. & Fernandez, R. Thomas, 2013. "Incorporating Eye Tracking Technology and Conjoint Analysis to Better Understand the Green Industry Consumer," 2013 Annual Meeting, August 4-6, 2013, Washington, D.C. 150431, Agricultural and Applied Economics Association.

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