Monica Angeline Hadi’s research while affiliated with University of the Philippines System and other places

Nowadays, banner ads have been widely used to advertise various products and services as it generates huge revenues for website owners and became the most popular marketing tool of businesses. However, research shows that these banner ads are often overlooked by users which undermine the main purpose of the advertisement. A previous study determined the optimal banner ad location in order to achieve higher memory retention rate of banner ads using three factors. The factors included were banner ad location (top left, top center, top right, bottom left, bottom center, bottom right), banner ad format (leaderboard, rectangular) and user's gender (male, female). The determined optimal banner ad location was then compared to user's location preference which was quantified using the Kruskal-Wallis test. The previous study concluded that the top center is the optimal location to achieve higher memory retention rate considering the user location preference. This study used the top center as a constant location factor in order to determine the optimal banner location considering the animation speed and user's gender. The study followed a general factorial design of 4 x 2 general factorial design with six replicates corresponding to the animation speed (static, slow, medium, fast) and user's gender (male, female). A total of 48 respondents (24 male, 24 female) participated in the experiment. The memory retention was quantified using the recall and recognition test score for the product and brand name. The Analysis of Variance (ANOVA) showed that both the animation speed and gender are significant in terms of memory retention on the product while only the animation speed is significant on the memory retention on the brand name. Moreover, the Fisher's Least Significant Difference (LSD) method was used for multiple comparisons of the factors. Results showed that the fast animation speed is significantly different than the other levels and has the highest mean memory score. Furthermore, scores of males showed significantly higher memory scores than females.