Visuel opmærksomhed på onlinemedier

Jesper Brun Tvernø

Student thesis: Master thesis

Abstract

This thesis will mainly focus on online media and online advertising. First I will explain my motivation for choosing this subject, and what I see as the main challenges and opportunities within online advertising, and online media. In this section, I will conclude, that online media is a media group which has been growing continually over the last 10 years, both in terms of how many users it has, and how much of the general advertising budget that has been allocated to online media compared to other media groups. In fact, online media is now bigger in Denmark than both print advertising and TV advertising. However, one of the big challenges in online media is that it is mainly evaluated on how good it is in generating traffic or sales. This is a challenge, because this not always is the purpose of an advertising campaign. Therefore this thesis will try to investigate how different kind of online advertising disciplines are performing, in terms of visual attention. Another challenge for online advertising is that there is more and more advertising noise on online media. This is a problem both for media, because it may lead to users choosing other media channels, but also a challenge for the companies using online advertising because the competition for the users visual attention is growing. In my theoretical section, I mainly focus on how visual attention works, and how internet users act on online media. In terms of visual attention, I will use a model from Professors Wedel and Pieters to analyze visual attention, and I will conclude that there are two types of visual attention: “Button Up” and “Top Down” attention. In my section about how internet users act on online media, I will use “The theory of planned behavior” to analyze how people are using online media. Finally in this section, I will look at opportunities and challenges for different disciplines in online media, which will lead to 5 main hypotheses. I will test these hypotheses in a study where I use Eyetracking. Here I have set up a study, where I have collected data from 22 participants, looking at different examples from Danish online media, containing various kind of advertising. Based on the data from this study, I will conclude that over 50 % of the ads in the study were not seen at all, and that the participant rarely can remember the ads that they have actually seen. Beside this, I will conclude that advertising noise is not as big a problem compared to what my theoretical section suggests.

EducationsMSc in Economics and Marketing, (Graduate Programme) Final Thesis
LanguageDanish
Publication date2013
Number of pages127