## 5 Discussion and Conclusions  
In today's world, most companies spend a significant amount of money to access their target audience and convince them to purchase their products. Banner advertisements are used as a major online advertising tool for companies. Despite the large number of online marketing advertisements to which customers are exposed daily, their effectiveness remains debatable. However, the effectiveness of advertising with promotional banners is a critical part of online marketing that companies need to consider carefully. Therefore, it is important to understand the customer's behavior during the investigation of online banners. This information can be useful to improve the presentation of content elements which attract the customer's attention. With the help of eye-tracking technology, it is possible to track customer's eye movements while they are investigating online banners. To the best of our knowledge, there are not many studies conducted on the effect of online banner content elements on visual attention carried out by analyzing eye movements. According to [13], there is a strong association between eye movements and visual attention. With the help of eye movements, it is possible to understand individuals' overt and covert attention objectively [14]. In this respect, this study aims to understand how customers view the content elements of online banner ads in different layouts, and how these banner components influence customers' visual attention by analyzing their eye movements. We also attempted to figure out the effects of gender, discount rate and brand familiarity on visual attention to banner elements. The results of the study show that, according to the means of the FC, TVD and TTF measures for each AOI of the banners, the image area had the highest fixation count and visit duration, whereas the brand had the lowest. Thus, it could be inferred from this result that, while the brand is the area that receives the least attention, the image is the most attractive among the three AOIs. This supports the findings derived from the previous studies [29; 31; 74] which stated that customers focus on the image more than the text. On the other hand, [PERSON] [70] found that the visual attention to banner ads increases with the presence of model images. In this study, the results demonstrated that participants fixated on the image area more frequently and for a longer period of time when an object image was used in the banner ads, compared to ones with a model image. Moreover, the middle areas of the banners were noticed first according to the TTF analysis results, and following the middle, areas located on the left side were mostly noticed earlier than those on the right-hand side. This might be because of the participants' Western reading style, which goes from left to right. There is also a possibility that it might be because the image was mostly placed in the middle of the visual stimulus, and participants tend to fixate first in the center of the visual stimulus. Although some of the previous research on banner advertisements found that male and female consumers differ in their viewing behavior [75; 76], the results of this study show that there was no significant interaction between gender and the attention paid to the three content elements (brand, discount information, and image). On the other hand, [PERSON] et al. [69] indicated that discount information is not critical in conventional marketing banners, which are not personalized, and rather target all of the market audience. In a more recent study conducted by [70], the results of eye-tracking measures on the visual attention of customers with regard to banner ads reported that banner ads containing discount information are more attractive and eye-catching to customers than those without discount information. Similarly, the results of the present study showed that the discount area of banners with higher discount rates was more attractive and mostly more eye-catching compared to those of banners with lower discount rates.