Working paper series: Banner Ad Placement

Banner Advertisement Placement on Desktop Computers and Smartphones: The Influence of Platform and Location on Post Viewing Recognition

Posted January 2017

Authors

T. S. Amer, Ph.D.
Professor of Accounting
NAU – The W. A. Franke College of Business

Chris Johnson, MFA
Professor of Visual Communication
The School of Communication

Todd L. Johnson, MBA
Senior Lecturer
NAU – The W. A. Franke College of Business

Abstract

Banner advertisements are among the most common form of advertisements appearing on computing platforms. This manuscript describes the results of an experimental study that examined the effects of two characteristics of banner ads on ad recognition hit rates: screen location (top of screen v. bottom of screen), and platform (desktop v. smartphone). After participants completed a reading comprehension task they were required to identify a banner ad that was displayed on screen. Results indicate a higher ad recognition hit rate for a banner ad displayed on a desktop screen over one displayed on the smartphone, and a higher ad recognition hit rate for a banner ad displayed at the bottom of the screen as opposed to one displayed at the top of the screen. These results have implications for determining the potential impact of banner ads on webpages which may justify different advertising charge rates for different banner ad locations. This is one of the first studies in the comparative analyses between desktop and smartphone advertising design practices.