Online advertisement: how are visual strategies affected by the distance and the animation of banners?

Most of studies about online advertisements have indicated that they have a negative impact on users' cognitive processes, especially when they include colorful or animated banners and when they are close to the text to be read. In the present study we assessed the effects of two advertisements features-distance from the text and the animation-on visual strategies during a word-search task and a reading-for-comprehension task using Web-like pages. We hypothesized that the closer the advertisement was to the target text, the more cognitive processing difficulties it would cause.