Annonser i nättidningar ? kvalitet och placering i målorienterad sökning
AdvertisementsComputer scienceEye-trackingNewspapersNumerical analysisSystemsControlDatalogiNumerisk analysSystemKontrollSocial SciencesBusiness and Economics
This study investigated how banner ads, depending on its quality and placement,can capture a user's attention while searching for editorial content in an online newspaper. Furthermore, the user's search strategy was also studied to see whether it varied depending on the placement of an ad. An experiment was conducted where 20 subjects searched for articles in a Swedish online newspaper while their eye ovement was recorded with a headmounted eye?tracker. In each search task the online newspaper contained either a low quality ad or a high quality ad. In total, each subject was confronted with 10 high quality ads and 10 low quality ads. The result showed that the placement of the banner is of major importance whether it will be fixated or not. Depending on the placement of the ad, the result also showed that this also affects the user's search strategy. However, there were no clear indications that an ad with better quality gets more attention while searching for editorial content.