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Animated banners - H1

Animated banners - H1. Sigurbjörn Óskarsson. Research design. Repeated measures N=32 (- 1 outlier) Task testing Control category + 3 levels of experimental manipulation 4 hypothesis on: T ask completion times (H1) ; recall & recognition (H2); gender differences (H3 + H4). Hypothesis 1.

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Animated banners - H1

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  1. Animated banners - H1 Sigurbjörn Óskarsson

  2. Research design • Repeated measures • N=32 (- 1 outlier) • Task testing • Control category + 3 levels of experimental manipulation • 4 hypothesis on: Task completion times (H1); recall & recognition (H2); gender differences (H3 + H4)

  3. Hypothesis 1 H1 - Animated banners will have a negative effect on user's task completion times. H0 - Animated banners will not have a negative effect on user's task completion times.

  4. Previous research Burke et al. 2005 - "High Cost Banner Blindness" Owens et al. 2011 - "Text Advertising Blindness: the New Banner Blindness"

  5. Variables Independent - Banner ads • No banners (control) • Static banners • Animated banners • Crazy animated banners Dependent - Task completion times

  6. Data collection • Usability tests • All 4 versions tested • Randomized order • TIme on task noted  • Data entered to SPSS

  7. Statistics One way repeated measures ANOVA • One way: One predictor variable • Repeated measures: Within subjects design • ANOVA: 4 groups of the independent var.

  8. Statistics Assumptions of RM ANOVA Normality Sphericity Interval data ---------------- Homogeneity of variance Independence

  9. Results Assumptions Sphericity - Mauchly's test indicated that the assumption of sphericity had been met.

  10. Results ANOVA The ANOVA revealed that the negative effect of banner ads on task completion time was not significant,  F (3,90) = .21, p > .05 Simple contrasts were conducted to compare the experimental categories to the control category. None were significant.

  11. Conclusion Mean task completion times were not significantly different in the four groups. Therefore H1 must be rejected.

  12. Discussion Why do we still see so many animated ads? Further research could explore the effect on performance by: • Placement of banners • context of banners • nature of banners

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