This document summarizes a study that examined the effects of banner location, content, and navigation style on banner recognition. The study used a between-subjects design to test the recognition of modified banner ads by 90 student participants. Results found no significant effects of location or a three-way interaction, but a significant interaction between banner content and navigation style. Specifically, for aimless browsing a URL-only banner performed better than one with additional information, but content type did not matter for goal-directed navigation. The conclusions were that banner recognition is affected by the interaction of content and navigation style.

1. The impacts of banner location,
banner content and navigation
style on banner recognition
by Hongjun Jin
www.sinauonline.com

2. OUTLINE
1 Introduction
2 Methods
3 Results
4 Conclusions
2
The impacts of banner location, banner content and navigation style on banner recognition

3. Introduction
3
The impacts of banner location, banner content and navigation style on banner recognition
• Banner advertisements : the most common and standard
advertising format on the Internet.
• Little research investigates the factors impacting the effectiveness
of banner ads, in particular, the recognition of banner ads.
• No studies directly examine the separate and interactive effects of
banner location, banner content, and navigation style on the
effectiveness of banner ads.
• This study : seeks to examine whether these factors influence
banner recognition.

4. Methods: Participants and Materials
4
The impacts of banner location, banner content and navigation style on banner recognition
90 students participated in the study. The modified versions of a bank’s
banner ad (Fig. 1) and a web site(Fig. 2)and were used in this study.
Fig.1. The target banner
ads used in this study.
Fig.2. The web site used in this study.

5. Methods : Experimental design
5
The impacts of banner location, banner content and navigation style on banner recognition
• Between-subjects design
• Between subjects factors : banner location (top left side, top
center, top right side), banner content (bank name, URL address,
URL address plus some service information), and navigation style
(aimless browsing, goal directed).
• Dependent variable : banner recognition test scores

6. Results : Three way ANOVA for banner recognition
6
The impacts of banner location, banner content and navigation style on banner recognition
Neither the main effects nor the 3-way interaction were significant, there
was a significant Banner Content*Navigation Style interaction(P= 0.007).

7. Results : Interaction effect between content and
navigation style
7
The impacts of banner location, banner content and navigation style on banner recognition
Aimless browsing :
banner ad with a URL
address significantly
better than the one
with some service
information as well as
the URL address.
Goal-directed search :
no significant difference
among the three
banner content types.Fig. 3. Interaction effect between content and
navigation style for banner recognition scores.

8. Conclusions
8
The impacts of banner location, banner content and navigation style on banner recognition
Banner recognition is affected by the interaction of banner
content and navigation style.
In particular, the results suggest that banner content does not
work the same way for aimless browsing and goal-directed
search subjects.

9. Contact me at mcj168@zju.edu.cn
www.sinauonline.com
9