<i>AdWords</i>, imágenes y ceguera a los banners. Un estudio con <i>eye tracking</i>

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dc.contributor.authorLaura Ortiz-Chaves
dc.contributor.authorEduardo Martínez-de-Pisón
dc.contributor.authorGermán Cancela-López-Carrión
dc.contributor.authorJuliano Gonçalves-de-Vasconcellos
dc.contributor.authorCristòfol Rovira
dc.contributor.authorMari-Carmen Marcos
dc.coverage.spatialBolivia
dc.date.accessioned2026-03-22T15:48:50Z
dc.date.available2026-03-22T15:48:50Z
dc.date.issued2014
dc.descriptionCitaciones: 3
dc.description.abstractUnlike most online advertising, Google opts for a purely textual model in the ads showed in its results pages. This paper presents an eye-tracking study conducted to determine if right-side graphic elements in Google AdWords affect users’ visual behavior. AdWords have been modified to contain logos and pictures. The analysis concludes that the appearance of images does not change user interaction with ads, which is attributed to the “banner blindness” effect.
dc.identifier.doi10.3145/epi.2014.may.08
dc.identifier.urihttps://doi.org/10.3145/epi.2014.may.08
dc.identifier.urihttps://andeanlibrary.org/handle/123456789/54562
dc.language.isoes
dc.publisherEdiciones Profesionales de la Informacion SL
dc.relation.ispartofEl Profesional de la Informacion
dc.sourceUniversitat Pompeu Fabra
dc.subjectBanner
dc.subjectEye tracking
dc.subjectLogos Bible Software
dc.subjectAdvertising
dc.subjectPsychology
dc.subjectComputer science
dc.title<i>AdWords</i>, imágenes y ceguera a los banners. Un estudio con <i>eye tracking</i>
dc.typearticle

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