Effective creativity against banner blindness

Kód výsledku v 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>

Výsledek na webu

<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>

Jazyk výsledku

angličtina

Název v původním jazyce

Effective creativity against banner blindness

Popis výsledku v původním jazyce

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.

Název v anglickém jazyce

Effective creativity against banner blindness

Popis výsledku anglicky

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.

Druh

D - Stať ve sborníku

CEP obor

—

OECD FORD obor

50204 - Business and management

Projekt

—

Návaznosti

S - Specificky vyzkum na vysokych skolach

Rok uplatnění

2023

Kód důvěrnosti údajů

S - Úplné a pravdivé údaje o projektu nepodléhají ochraně podle zvláštních právních předpisů

Název statě ve sborníku

Proceedings of the 16th International Conference Liberec Economic Forum 2023

ISBN

978-80-7494-672-1

ISSN

—

e-ISSN

—

Počet stran výsledku

230

Strana od-do

—

Název nakladatele

—

Místo vydání

—

Místo konání akce

Liberec

Datum konání akce

1. 1. 2023

Typ akce podle státní příslušnosti

WRD - Celosvětová akce

Kód UT WoS článku

001582505100063