The Effects of the Content Elements of Online Banner Ads on Visual Attention: Evidence from An-Eye-Tracking Study

The aim of this paper is to examine the influence content elements online banner ads on customers’ visual attention, and evaluate impacts gender, discount rate brand familiarity issue. An eye-tracking study with 34 participants (18 male 16 female) was conducted, in which were presented eight types comprising three elements—namely brand, image—while their eye movements recorded. results showed that image most attractive area among main elements. Furthermore, middle areas banners noticed first, located left side mostly earlier than those right side. also indicated higher rates more eye-catching compared lower rates. In addition these, who familiar concentrated area, while unfamiliar paid attention area. findings from will assist marketers creating effective efficient appeal customers, ultimately fostering positive attitudes towards advertisement.