{"id":528,"date":"2019-11-30T16:26:55","date_gmt":"2019-11-30T13:26:55","guid":{"rendered":"http:\/\/www.etimm.ase.ro\/?p=528"},"modified":"2021-10-26T16:29:23","modified_gmt":"2021-10-26T13:29:23","slug":"where-to-place-an-online-ad-an-eye-tracking-experiment","status":"publish","type":"post","link":"https:\/\/www.etimm.ase.ro\/?p=528","title":{"rendered":"Where to Place an Online Ad: An Eye-Tracking Experiment"},"content":{"rendered":"<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Title<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_title\" content=\"Where to Place an Online Ad: An Eye-Tracking Experiment\">Where to Place an Online Ad: An Eye-Tracking Experiment<\/span><\/span><\/p>\n<h4>\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><strong>Author<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-size:12px;\"><span style=\"font-family: georgia,serif;\"><meta name=\"citation_author\" content=\"Daniela Ioni\u021b\u0103\">Daniela Ioni\u021b\u0103, <meta name=\"citation_author\" content=\"Lucian-Florin Oni\u0219or\">Lucian-Florin Oni\u0219or<\/span><\/span><\/p>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_publication_date\" content=\"2019\/11\/30\"><meta name=\"citation_journal_title\" content=\"Journal of Emerging Trends in Marketing and Management\"><meta name=\"citation_volume\" content=\"I\"><meta name=\"citation_issue\" content=\"1\"><meta name=\"citation_firstpage\" content=\"12\"><meta name=\"citation_lastpage\" content=\"23\"><meta name=\"citation_place_published\" content=\"Bucharest, Romania\"><meta name=\"citation_publisher\" content=\"The Bucharest University of Economic Studies Publishing House\"><meta name=\"citation_issn\" content=\"2537-5865\"><\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Classification JEL <\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_classification_jel\" content=\"C91, D83, L81, M31, M37.\">C91, D83, L81, M31, M37.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Abstract<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_abstract\" content=\"Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to investigate if Internet users are looking at advertisements and where they are looking at. An eye-tracking experiment was designed to test how much attention- in terms of fixation time and fixation counts - is allocated to advertisements when users are performing different online tasks. Tasks were selected based on complexity \u2013 low\/high complexity \u2013 and involvement \u2013 low\/high involvement. The results revealed that the longer it takes to accomplish a task, the more the user will look at advertisements. Regardless of task, users pay the most attention to the top advertising area followed by downright advertising area. Even if the study has some limitations, it has also some valuable managerial recommendations.\">Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to investigate if Internet users are looking at advertisements and where they are looking at. An eye-tracking experiment was designed to test how much attention- in terms of fixation time and fixation counts &#8211; is allocated to advertisements when users are performing different online tasks. Tasks were selected based on complexity \u2013 low\/high complexity \u2013 and involvement \u2013 low\/high involvement. The results revealed that the longer it takes to accomplish a task, the more the user will look at advertisements. Regardless of task, users pay the most attention to the top advertising area followed by downright advertising area. Even if the study has some limitations, it has also some valuable managerial recommendations.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Keywords<\/strong><\/span><\/span><\/h4>\n<p style=\"text-align: justify;\">\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><meta name=\"citation_Keywords\" content=\"Online Ad, Eye-Tracking, Attention, Advertisement, Internet.\">Online Ad, Eye-Tracking, Attention, Advertisement, Internet.<\/span><\/span><\/p>\n<h4>\n<span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Full Text: <meta name=\"citation_pdf_url\" content=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_40.pdf\"><a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_40.pdf\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(0, 0, 205);\">download pdf<\/span><\/a><\/strong><\/span><\/span><\/h4>\n<p><span style=\"font-family:georgia,serif;\"><span style=\"font-size:12px;\"><strong>Cite: <a href=\"http:\/\/www.etimm.ase.ro\/RePEc\/aes\/jetimm\/2019\/ETIMM_V01_2019_40.ris\" target=\"_blank\" rel=\"noopener noreferrer\"><span style=\"color: rgb(255, 0, 0);\">download citation<\/span><\/a> (for EndNote, Reference Manager, ProCite)<\/strong><\/span><\/span><\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Title Where to Place an Online Ad: An Eye-Tracking Experiment Author Daniela Ioni\u021b\u0103, Lucian-Florin Oni\u0219or Classification JEL C91, D83, L81, M31, M37. Abstract Internet advertising consumes over 100 billion $ globally, therefore it is important to see if those money are well spent. The aim of this article is to &hellip;<\/p>\n","protected":false},"author":1,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_ef_editorial_meta_date_first-draft-date":"","_ef_editorial_meta_paragraph_assignment":"","_ef_editorial_meta_checkbox_needs-photo":"","_ef_editorial_meta_number_word-count":"","footnotes":""},"categories":[23],"tags":[],"coauthors":[18],"class_list":["post-528","post","type-post","status-publish","format-standard","hentry","category-jetimm_2019"],"acf":[],"_links":{"self":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/528","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=528"}],"version-history":[{"count":1,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/528\/revisions"}],"predecessor-version":[{"id":529,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=\/wp\/v2\/posts\/528\/revisions\/529"}],"wp:attachment":[{"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=528"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=528"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=528"},{"taxonomy":"author","embeddable":true,"href":"https:\/\/www.etimm.ase.ro\/index.php?rest_route=%2Fwp%2Fv2%2Fcoauthors&post=528"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}