Banner Testing

Aims

Banner testing examines the effect of web banners relative to their environment. This is done using a combination of eye tracking and emotional monitoring. Due to the high information rate on the Internet as a medium, the emphasis here lies on very rapid, action-oriented and, above all, cost-effective feedback. Our open concept also permits easy testing of other non-web-specific advertising material (e.g. print campaigns) at the same time.

Results

Which banner version should be used on which portal, in order to achieve optimum perception and the corresponding (click) reaction to content?
Where should a banner version be positioned within a specific portal? Where can it generate the highest level of attention?

Applications

Banner Testing is suited to advertising impact studies in all sectors and areas, e.g. finance, telecommunications, automotive, insurance.

Process

As with classic eye tracking, physiological reactions are measured by monitoring eye movement using an eye tracker (integrated into a normal flat-screen monitor).
Given a sufficiently large number of respondents (n = 30), it is possible to measure not only the emotional impact of a particular advertising medium, but also its valency, that is, the type of emotion triggered.
Banners can be tested either context-free or embedded in websites:
- Context free: here, the effect of the banner itself is measured.
- Embedded in websites: here, the effect of positioning and the portal environment is assessed, in order to guarantee optimum positioning.
Studies can be performed ad hoc or on a regular basis (Psyma-Bus):
- Recruitment of a standard target group. At least n = 20.
- Eye tracking: penetration, fixation time, initial point of awareness, emotional strength.
- Test period approx. 2 days.
- 1 - 7 stimuli per respondent.
- Test objects: banners, print advertisements, flyers/ brochures, etc. (also a combination of these).

Managing Director

Dr. Frank Knapp

Managing Director Sales

Dieter Gabsteiger