![]() ![]() Thus, they are careful not to waste time on ads, even when the ads appear within content areas. Today’s ads can appear anywhere within a webpage, and users are aware of this fact. Visual TreatmentĪn ad doesn’t have to appear at the top of the page or in the right rail to be ignored. Areas with no overlay coloring received no fixations.) In this gaze plot from the participant didn’t look at ads in the top banner or right rail as he researched organizing his kitchen. (The color red represents the areas that got the most fixations yellow stands for a moderate number of fixations and blue for the fewest fixations. The heatmap aggregates the fixations of the 26 people who used this page on The text was read a lot, but the ads in the top banner and right rail got little attention. Users read the text on the page, but they looked very little (if at all) at the ads, as shown below. The page included a small amount of text, some images, and advertisements in both the top banner and the right rail. In our most recent eyetracking study, 26 test participants visited the same webpage as they worked on a task to find the best method for removing a label from a jar. (Each red dot represents an eye fixation from a single user the lines connecting them represent fast eye movements, or saccades, during which the user can’t see anything.)īecause desktop ads typically appear at the top of the page or in the right rail, web users sometimes ignore the content placed there. This gaze plot shows that on a Google search-engine results page (SERP), the user did not look at all the first “result”, the advertisement. In our latest eyetracking study, we observed that some participants have learned to skip past the ad presented at the top of the Google search results, even though its visual design is far from the traditional banner ad. Ignoring ads is a learned behavior - like many other user behaviors on the web (classic examples include seeking the company logo in the upper left corner of the page, or looking for the global navigation across the top of the page). Ad-like visual treatment, such as animation.Ad-specific placement, like the top of page or the right rail.Legitimate content elements that have certain ad-like characteristics are ignored, too. Ads are perhaps the most prominent member of this last category. ![]() To complete their tasks efficiently, people have learned to pay attention to elements that typically are helpful (e.g., navigation bars, search boxes, headlines) and ignore those which are usually void of information. On the web, UI elements and different pieces of content all fight for users’ attention. If we were to attend to the enormous inflow of sounds and patterns that surround us, we would be overwhelmed and behave inefficiently. This behavior is a consequence of our limited attention capacities. And, while webpage patterns and types of advertisements have evolved, banner blindness is still prevalent, our recent research shows.īanner blindness is an instance of selective attention: people direct their attention only to a subset of the stimuli in the environment - usually those related to their goals. Also previously on the leadership teams of 5 technology start-ups Forte Software, AltaVista, Napster, Bowstreet, and Groove Networks Dodge has a wealth of experience in the industry.Banner blindness is a long-known web user behavior: it describes people’s tendency to ignore page elements that they perceive (correctly or incorrectly) to be ads. I'm excited to work with Trusted Positioning, the market leader in using sensors for indoor location."īefore becoming a Developer Advocate at Google, Dodge was the Director of Business Development for Microsoft's Emerging Business Team. "Indoor location and positioning technology is the next big thing," says Don Dodge, "and sensors are the foundation of this technology. Don will be influential in our strategy as we expand the reach and benefits of our technology towards improving mainstream indoor location" says Chris Goodall, CEO & CTO of Trusted Positioning. "Having Don Dodge as an advisor is not only great for the future of Trusted Positioning, but goes a long way towards validating what we have built over the last few years. As an advisor, Dodge will bring his 25 years' experience of working with start-ups and software companies to the table in accelerating the growth of the indoor/outdoor navigation software company. 27, 2014) - Trusted Positioning is pleased to announce the addition of Don Dodge, current Google Developer Advocate and past Microsoft start-up evangelist, to the team. ![]()
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