Effectiveness of banner ads: An eye tracking and facial expression analysis

Abstract

The present paper explores how attention and emotions influence the effectiveness of banner ads. Participants performed a goal-oriented search on a website which had banner ads displaying indulgent food products (i.e., chocolate). Eye movements and facial expressions were recorded. Attention was measured by total fixation duration. Emotional valence was automatically inferred from facial expressions using facial analysis software. Results show that attention and emotional valence are positively associated with ad recognition and that emotions influence purchase intention differently depending on the degree of attention. Emotional valence is positively associated with purchase intention when attention is low, but negatively related when attention is high. The findings highlight the importance in defining marketing goals when designing online banner ads. Additional implications for both theory and practice are discussed.