Farklı banner formatları için banner körlüğünü keşfetmek: Bir göz izleme çalışması

Yıl 2023, , 99 - 121, 28.07.2023

Bilge İspir , Deniz Kılıç , G. Motif Atar

https://doi.org/10.26650/CONNECTIST2023-1055771

Öz

Banner körlüğü, internet sitelerindeki reklamların bilinçli veya bilinçsiz olarak göz ardı edilmesidir ve son zamanlarda dijital dünyanın yeni terimlerinden biri olarak kullanılmaya başlanmıştır. Reklamcılar bu körlüğün üstesinden gelmek ve izleyicilere bannerları fark ettirmek için mücadele etmektedir. Ayrıca reklamcılar daha yaratıcı reklam fikirleri üzerinde çalışmaktadırlar. Banner körlüğü arttıkça, markaların bannerlarını nerede ve nasıl kullanacakları konusunda daha özenli ve dikkatli olmaları gerekmektedir. Bu nedenle, reklamlar öncelikle dikkat çekici olmalıdır. Bu çalışmada, göz izleme (eye-tracking) cihazı ile banner körlüğü ve dikkat değişkenlerine yönelik ölçümler yapılmıştır. 4x2 faktöriyel tasarım çalışmasında, bir haber sitesi tasarlanmış ve bannerlar oluşturularak siteye yerleştirilmiştir. Deneye izole bir odada 160 öğrenci bireysel olarak katılmıştır. Araştırmanın sonuçlara göre, sol taraftaki bannerlara ve üst taraftaki bannerlara daha fazla sabitlenme olmuştur. Katılımcılar en az bir kez yatay bannerlara, dikey bannerlara göre daha fazla odaklanmışlardır. İnternet sitesinde serbest gezinen grup çevrimiçi reklamları, odaklanan gruba göre daha bilgilendirici ve inandırıcı bulmuştur. Kullanıcılar web sitesi içeriğine odaklanırsa, reklam adlarını hatırlayamamakta ve bannerlara bakmamaktadır. Bu nedenle serbest gezinen grup, odak grubundan daha fazla reklamı hatırlamıştır. Banner türü (görsel veya metin tabanlı) sabitleme üzerinde önemli ölçüde etkili değildir.

Anahtar Kelimeler

Banner, banner körlüğü, göz takibi, çevrimiçi reklam, reklamdan kaçınma

Destekleyen Kurum

Anadolu Üniversitesi

Proje Numarası

1801E001

Discovering banner blindness for different banner formats: An eye-tracking study

Öz

Banner blindness is ignoring the ads on internet websites either consciously or unconsciously, and it has been recently used as one of the new terms in the digital world. Advertisers struggle to overcome this blindness and get the audience to notice banners. Moreover, they work on creative advertisement ideas. As banner blindness increases, brands have to be more attentive and careful about where and how to use their banners. Therefore, advertisements must primarily be remarkable. In this study, measurements for banner blindness and attention variables were made by an eye-tracking device. In the 4x2 factorial experimental study, a news website was designed, and banners were created and placed on the website. 160 students took part in the experiment in an isolated room individually. According to the results, left-side banners and top-side banners got more fixation. The participants fixated at least once on horizontal banners more than vertical banners. The free surfing group found online ads more informative and believable than the focused group. If users focus on the website content, they cannot remember ad names and do not look at the banners. Therefore, the free surfing group remembered more ads than the focusing group. Banner type (visual or text-based) was not significantly effective on fixation.

Anahtar Kelimeler

Banners, banner blindness, eye-tracking, online advertisement, ad avoidance

Proje Numarası

1801E001

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