外文翻譯--網(wǎng)絡(luò)廣告：任何人都看嗎？-wenkub
2023-05-19 06:03:21 本頁面
【正文】 ixels). Therefore, the attention of the web surfer is generally focused on other elements of the page. The task of the banner ad is to first grab a surfer’s attention and second to induce the surfer to click on the ad. If surfers never look at a banner, they cannot click on it! Shared bandwidth might explain why clickthrough rates are low, but not why they are declining. There is some evidence that some online surfers dislike banner ads (Bass 1999). This dislike is widespread enough that various software exist that actually prevent browsers from downloading ads (AdsOff!, Guard, JunkBuster...). One can thus hypothesize that, as surfers gain more familiarity with the medium, they learn to differentiate informational content from advertising. Ultimately, this would give them the ability to disregard banner ads. Given this possible learning and avoidance behavior, we start our investigation by measuring the extent to which surfers pay attention to banner ads. We begin by formulating the following two hypotheses: H1: Inter users avoid looking at banner ads. H2: The more time users have spent on the Inter, the less they pay attention to banner ads. To test these hypotheses, we asked a group of subjects to look at various web pages while hooked up to an eyetracking device that records their eye movements and fixations. Eyetracking studies are not new. Javal (1878) used eyetracking to study reading patterns more than 100 years ago. Although reading studies are still being conducted through eyetracking (Hy246。 and, (4) are memorybased measures such as recall or awareness moreappropriate? To address these questions, we utilized an eyetracking device to investigate onlinesurfers’ attention to online advertising. Then we conducted a largescale survey of Interusers’ recall, recognition, and awareness of banner advertising. Our research suggests that the reason why clickthrough rates are low is that surfers actually avoid looking at banner ads during their online activities. This suggests that the larger part of a surfer’s processing of banners will be done at the preattentive level. If such is the case,clickthrough rate is an ineffective measure of banner ad performance. Our research also showsthat banner ads do have an impact on traditional memorybased measure of effectiveness. Thus,we claim that advertisers should rely more on traditional brand equity measures such as brandawareness and advertising recall. Finally, our study shows that although repetition leads to lower clickthrough rates, it has a beneficial impact on brand awareness and advertising recall. Introduction As the Inter matures into a viable mercial medium, many web sites (., Lycos,Go Network, Yahoo!) rely on advertising to finance their operations. The lure of advertising is such that some panies provide users with free Inter access (., , )and even free puters (., ) in exchange for their eyeballs (Berst 1999). This should not e as a surprise as advertisers have long used every conceivable vehicle to display their messages in front of the gazing eyes of potential customers, be it magazines, television, or racecars. As the Inter bees more mainstream, many panies are budgeting significant dollar amounts for online advertising. The Inter Advertising Bureau (1999) reports 1998 online advertising expenditure of $ billion, more than double 1997 revenues. The bulk of this expenditure is allocated to banner ads. Banner ads typically consist of rectangular images displayed at the top of web pages and contain
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