The most common medium for advertising on the World Wide Web (WWW) is through the use of banners. This study investigated recall and recognition of animated and static online banner advertisements. It was found that regardless of a banner's animation state, fewer than half the participants were able to recall the presence of an ad. Overall recall was lower than recognition, however, participants unable to successfully recall the ads were still able to effectively recognize them. Results also suggest that the use of animation may enhance user memory of banner advertisements.
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References
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BenwayJ.P. (1998). Banner blindness: the irony of attention grabbing on the World Wide Web. Proceedings of the Human Factors and Ergonomics Society 42nd Annual Meeting, USA, 1, 463–467.
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