What makes one animation more effective than another? An exploratory study of the characteristics and effects of animation in internet advertising

摘要

Internet users are confronted with a growing number of advertising messages. In addition, web navigation requires more cognitive effort than other media do. Hence, capturing the attention of users is one of the most challenging tasks for advertisers. Animated banners are a popular way to achieve this goal; however, academics debate their effectiveness. A typology of animation would enable a better understanding of the effectiveness of different animation characteristics. An exploratory study was performed to classify such characteristics and to develop hypotheses on the effects of different animation characteristics on user reactions to internet banner advertising.