infonet-economy

The tendency of internet users to intuitively ignore traditional online banner advertisements, called banner blindness, is well established in literature. New technical developments, such as the placement of advertisements in security elements on websites, might increase effectiveness of online advertising, as they stimulate user interaction with the advertisement. In an empirical study, we were able to show that participants' recognition of the advertisement could be vastly augmented. Further increasing user interaction led to a 5 times better recall of a previously unknown brand as compared to classical banner advertising. Practical implications are discussed.