WPS 17-01: Banner Advertisement Placement on Desktop Computers and Smartphones

Posted: Thursday, January 5th 2017 at 11:18 AM

Title:

Banner Advertisement Placement on Desktop Computers and Smartphones: The Influence of Platform and Location on Post Viewing Recognition

Authors:

T. S. Amer, Ph.D.
Professor of Accounting
NAU - The W. A. Franke College of Business

Chris Johnson, MFA
Professor of Visual Communication
The School of Communication

Todd L. Johnson, MBA
Senior Lecturer
NAU - The W. A. Franke College of Business


Abstract

Banner advertisements are among the most common form of advertisements appearing on computing platforms. This manuscript describes the results of an experimental study that examined the effects of two characteristics of banner ads on ad recognition hit rates: screen location (top of screen v. bottom of screen), and platform (desktop v. smartphone). After participants completed a reading comprehension task they were required to identify a banner ad that was displayed on screen. Results indicate a higher ad recognition hit rate for a banner ad displayed on a desktop screen over one displayed on the smartphone, and a higher ad recognition hit rate for a banner ad displayed at the bottom of the screen as opposed to one displayed at the top of the screen. These results have implications for determining the potential impact of banner ads on webpages which may justify different advertising charge rates for different banner ad locations. This is one of the first studies in the comparative analyses between desktop and smartphone advertising design practices.

Keywords: Banner ads; recognition hit rate; screen size; ad placement

WPS 17-01 January 2017

PDF of working paper HERE.



Categories: working paper series banner ads 2017 december 2016 recognition hit rate screen size ad placement t. s. amer chris johnson todd l. johnson working paper series 2017 banner advertisement placement on desktop computers and smartphones