Digital and Mobile Commerce
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Paper Number
2642
Paper Type
short
Description
Online static ads are predominantly used to promote products. Typical static ads use both text and pictures to present products’ information. While prior literature mainly studies the effects of ad content, there is a paucity of research exploring how the spatial relationship between ad text and picture affects consumers’ attention to the ad. The current study focuses on a fundamental, yet under-studied design factor: the placement of ad text. Many advertisers argue that placing text on the ad picture is a great way to attract attention, while others think that text overlay reduces ad effectiveness. We plan to conduct a field experiment and two eye-tracking experiments to examine the effects of online ad text placement on consumer attention and ad effectiveness. The preliminary results suggest that online ads with text separate from pictures lead to longer attentional duration and greater effectiveness compared to ads with text embedded in the pictures.
Recommended Citation
Cui, Wei and Jiang, Zhenhui, "Move Text Out of Picture: Impacts of Spatial Relationship Between Text and Picture on Consumer Attention to Online Ads" (2021). ICIS 2021 Proceedings. 15.
https://aisel.aisnet.org/icis2021/digital_commerce/digital_commerce/15
Move Text Out of Picture: Impacts of Spatial Relationship Between Text and Picture on Consumer Attention to Online Ads
Online static ads are predominantly used to promote products. Typical static ads use both text and pictures to present products’ information. While prior literature mainly studies the effects of ad content, there is a paucity of research exploring how the spatial relationship between ad text and picture affects consumers’ attention to the ad. The current study focuses on a fundamental, yet under-studied design factor: the placement of ad text. Many advertisers argue that placing text on the ad picture is a great way to attract attention, while others think that text overlay reduces ad effectiveness. We plan to conduct a field experiment and two eye-tracking experiments to examine the effects of online ad text placement on consumer attention and ad effectiveness. The preliminary results suggest that online ads with text separate from pictures lead to longer attentional duration and greater effectiveness compared to ads with text embedded in the pictures.
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Comments
22-Digital