The most successful elements identified were, movement across the page (77%), interaction allowing the user to affect the banner (87%) and the use of a game within the advert to allow user interaction (80%). The high percentage liking the use of movement was an outcome that was not anticipated as it was thought that users would find this distracting from the page content.
Areas of improvement within the advertising banners highlighted were the lack of instructions when interaction was intended and within the highly interactive single banner the complexity of the interaction was criticised. Another element disliked was if the banner started without input from the user (50%).Indicating that within online advertising the user needs to feel in control. Within one of the banners a minimising effect was used on the browser and it was anticipated that users would find this element annoying but only 23% indicated dislike.
Cross comparisons were also made on the results between female and male participants. It was found that their opinions differed significantly. Therefore in the final artefact 2 separate banners with different themes will be created.
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