Does the Intrusiveness of an Online Advertisement Influence User Recall and Recognition?
http://www.surl.org/usabilitynews/81/OnlineAds.asp

Shrestha, Sav
Usability News
2006

Abstract:

This study investigated the effect of the type (banner ad, pop-up ad and floating ad) and state (animated and non-animated) of online advertisements on recall and recognition of the advertisements. It was hypothesized that floating ads, pop-up ads, and animated ads would be easier to recall due to their intrusive nature. Results showed that participants in the pop-up ad and floating ad condition had better recall of the presence of the ad as well as better recognition. Animation did not significantly influence any of these measures.