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 quick 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

Frank Knapp | frank.knapp@psyma.com

Nuernberger Str. 103 | 91207 Lauf | Germany
Phone: +49 911 99574-90 | Fax: +49 911 99574-99

Sales Manager

Christoph Haas | christoph.haas@psyma.com

Nuernberger Str. 103 | 91207 Lauf | Germany
Phone: +49 911 99574-81 | Fax: +49 911 99574-99