Given the importance and impact of advertising on audiences, as well as the importance of the film industry and its undeniable role in the promotion and dissemination of culture, this research has been carried out. The purpose of this research was to investigate the effect of outdoor advertising techniques in movies (billboards, posters and bus banners) on the cinema attendance in Tehran based ...

The growth of the Internet as a commercial medium has led advertisers to exploit humans' inherent sensitivity to movement in the form of animated banner ads. An experiment was designed to compare the exogenous, or involuntary, attention capture of four types of banners: animated commercial banners, static commercial banners, flashing text banners, and blank banners. Participants performed a sim...

As an advertising tool, banners have been widely adopted by online marketers. However, because of low click-through rates, banners’ effectiveness has been questioned. A phenomenon called “banner blindness” suggests that salient stimuli, such as banners, are often missed by Internet users. This contradicts the distinctiveness view which argues that salient stimuli are more likely to attract user...

Advertising banners are graphical elements that are transmitted with the contents of a web page and that serve advertising purposes. Since banners usually do not relate to the users’ interests, banners are often rejected. Much effort has been spent on trying to adapt banners to users. While the usual approach is to try to accomplish that by collecting data about the user, we propose a different...

Though animated banners are the predominant form of advertising on the Web, much controversy surrounds their efficacy. Users and experts complain, often bitterly, about being distracted by animation and subjectively believe that their performance suffers when flashing objects are on the screen. A visual search experiment was designed to measure both subjective impression of workload and objecti...

Purpose – The purpose of this paper is to study the possible influence of congruity on the way ad banners are watched and remembered in online newspapers. Design/methodology/approach – The effects of the thematic connection between banner subject and article content are examined at the level of gaze behaviour using eye tracking technology, while questionnaires are exploited to assess both free ...

In this thesis we address the problem of how to construct an optimal algorithm for displaying banners (i.e advertisements shown on web sites). The optimization is based on the revenue each banner generates, with the aim of selecting those banners which maximize future total revenue. Banner optimality is of major importance in the e-commerce industry, in particular on web sites with heavy traffi...