The Effect Of Animation、Size And Involvement On Consumer’s Attention To Online Advertising:an Eye Movement Study

With the development of internet and net citizen, web ads have became a more and more popular marketing tools. According to the statistics of iResearch, web ads is still growing at a rapid speed, however, the marketing of newspaper, magazine, television ads etc. are shirinking. the revenue of web-ads increases the fastest at2011among all of the medias, so it’s of great important to do research on the web ads. this paper study on the effect of size, animation and involvement on consumer’s attention to web ads from an eye movement view.This paper include two experiment:to investigate the effect of size and animation on web ads On the premise of controlling the web’s format, colour and content etc., the first experiment used a two-factor between-subjects design of two animation level(animation, static) and8sizes. The results are as follows:the main effect of size and animation are significant:the bigger were the web ads, the more attention it will get, then the animation ads get more visual attention than the static ads; when advertisings were the smaller ones, the main effect of animation was significant, otherwise, when the size of advertisings were the bigger, the main effect of animation was not significant. We advise the advertiser to use animation ads when he choose a smaller size(such as468×60、234×90、300×100、88×31and234×60pixel), conversely, if he choose a bigger size ads(such as720×90、720×60and468×90pixel), on the basis of save cost, we advise the advertiser to use the static ads, for that the animation ads and the static one will make no difference.The second experiment used a two-factor between subjects design of two involvement levels (low, high) and six speed levels. The results shows that the main effect of involvement level is significant, the ads with high involvements get far more attentions than the ads with low involvement; The effect of animation alone is not significant. if we consider about the involvement, we find that when the ads get a high involvement, the main effect of animation is significant. When the ads get a low involvement, the main effect of animation is not significant.