İnternet Reklamına Yönelik Fiziksel Tepkilerin Ölçülmesi: Banner Reklamlar Üzerine Araştırma

Year 2024, Issue: 54, 392 - 412, 30.08.2024

Bahadır Burak Solak , Özen Okat

https://doi.org/10.52642/susbed.1475405

Abstract

İnternetin bir reklam platformu olarak popülerlik kazanmasına ve çevrimiçi reklamcılığa giderek artan ilgiye rağmen, internet reklamlarının tıklanma ve dönüşüm oranları hala istenilen seviyede değildir. Bu konuda, tüketicilerin internet reklamlarını bilinçli olarak görmezden geldikleri veya web sitelerinde bu tür reklamları fiziksel olarak fark edemedikleri üzerinde durulmaktadır. Dolayısıyla burada bahsedilen durum, bilimsel olarak araştırmayı gerektiren bir konuyu ortaya çıkarmaktadır. Ayrıca, internet reklamcılığının her geçen gün gelişen bir araştırma alanı olması göz önüne alındığında, akademik literatürü zenginleştirmek adına da güncel çalışmalar yapılması gerekmektedir. Bu bağlamda çalışmayla, bir internet reklam türü olan banner reklamlara yönelik görsel davranış biçimini incelemek amaçlanmıştır. Bu doğrultuda 32 gönüllü katılımcı ile göz izleme cihazı (eye-tracking) kullanılarak deney yapılmış ve katılımcıların banner reklamlara yönelik fiziksel tepkileri ölçülmüştür. Böylelikle banner reklamlar özelinde katılımcıların görsel davranış biçimleri analiz edilmiştir. Fiziksel tepkilerle ilgili verilerin analizi, banner reklamların web sayfalarında dikkat çektiğini ancak katılımcıların ağırlıklı olarak düşük veya orta düzeyde odaklanma gerçekleştirdikleri ortaya çıkarılmıştır. Bir diğer ifadeyle, bannerların bahsedilen düzeylerde dikkat çektiği anlaşılmıştır. Detaylı bulgular, gerekli analiz ve yorumların ardından çalışmanın ilgili bölümlerinde hem akademiye hem de sektöre katkıda bulunmak için okuyucularla paylaşılmıştır.

Keywords

İnternet Reklamcılığı, Banner Reklam, Nöropazarlama, Görsel Davranış

Measuring Physical Reactions Towards Internet Advertising: Research on Banner Advertisements

Abstract

Despite the increasing popularity of the internet as an advertising platform and the growing interest in online advertising, click-through and conversion rates for internet advertisements are still not at the desired levels. This issue highlights that consumers either consciously ignore internet advertisements or do not physically notice them on websites. Therefore, this situation necessitates scientific investigation. Furthermore, given that internet advertising is a continually evolving research area, there is a need for current studies to enrich the academic literature. In this context, the study aims to examine visual behavior towards banner ads, a type of internet advertisement. To this end, an experiment was conducted with 32 volunteer participants using an eye-tracking device to measure their physical responses to banner ads. Thus, the visual behavior patterns of participants specifically regarding banner ads were analyzed. The analysis of physical response data revealed that banner ads attract attention on web pages, but participants predominantly exhibited low to moderate levels of focus. In other words, it was found that banners attract attention at these mentioned levels. Detailed findings, along with the necessary analyses and interpretations, are shared with readers in the relevant sections of the study to contribute to both academia and the industry.

Keywords

Internet Advertising, Banner Advertising, Neuromarketing, Visual Behavior

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