Personally relevant online advertisements: Effects of demographic targeting on visual attention and brand evaluation.

ABSTRACT: Global investments in online advertising rise quickly but internet users often avoid looking at ads due to established banner blindness. Demographic targeting is expected to overcome this tendency by attracting users' attention to more self-relevant ad content. However, little is known about the effect of demographically targeted versus non-targeted ads on users' actual attention allocation during exposure to webpages. The present study aimed to further fill this empirical gap by clarifying whether demographic targeting attracts visual attention and to exploratively examine whether it also affects brand attitude and website evaluation, as suggested by previous studies. Eye tracking data revealed that demographic targeting can have medium- to large-sized effects on several eye movement para

SUBMITTER: Kaspar K 

PROVIDER: S-EPMC6377143 | biostudies-literature | 2019

REPOSITORIES: biostudies-literature