Effective creativity against banner blindness

Result code in IS VaVaI
<a href="https://www.isvavai.cz/riv?ss=detail&h=RIV%2F46747885%3A24310%2F23%3A00011822" target="_blank" >RIV/46747885:24310/23:00011822 - isvavai.cz</a>
Result on the web
<a href="https://doi.org/10.15240/tul/009/lef-2023-63" target="_blank" >https://doi.org/10.15240/tul/009/lef-2023-63</a>
DOI - Digital Object Identifier
<a href="http://dx.doi.org/10.15240/tul/009/lef-2023-63" target="_blank" >10.15240/tul/009/lef-2023-63</a>

Result language
angličtina
Original language name
Effective creativity against banner blindness
Original language description
This research study titled „Effective Creativity against Banner Blindness” aims to investigate the factors that significantly influence the attention of Internet users toward banner ads. By observing Internet users during their natural online browsing behavior, we discovered that factors such as colors, text, and element layout have a negligible influence. However, a crucial finding of this study is that the user‘s current needs or interests play a significant role in capturing their attention. Consequently, recognizing that Internet users are primarily influenced by whether an advertisement aligns with their everyday needs or goods is the primary outcome of this study. Furthermore, this research provides insights into strategies to combat banner blindness by presenting relevant ads to the right user at the right time and place.
Czech name
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Czech description
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Publication year
2023
Confidentiality
S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Article name in the collection
Proceedings of the 16th International Conference Liberec Economic Forum 2023
ISBN
978-80-7494-672-1
ISSN
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e-ISSN
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Number of pages
230
Pages from-to
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Publisher name
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Place of publication
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Event location
Liberec
Event date
Jan 1, 2023
Type of event by nationality
WRD - Celosvětová akce
UT code for WoS article
001582505100063

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