This study investigated psychological effects of animation and ad position within the context of online advertising. The study examined the effects of ad animation and position on Internet viewers' visual orientation toward and memory of ads. Animated ads will generate greater visual orientation than static ads.
Animated ads are more likely to be remembered than static ads.
Ten separate online news pages, each featuring a news story and an ad, were used as stimulus material. A total of six electrodes were places on participants' face to measure ocular movement. Participants were exposed to 10 news sites for 15 seconds each automatically refreshed by the computer. After two more written instruction, participants read the first news page. After all 10 sites, participants' eye movements were calibrated.