This study investigates the effects of animated banners and the impact of their characteristics on marketing advertisements. Recognizing the significant potential of animated banner advertising to capture attention, we aimed to discern differences in attention capture among various advertising templates, including those with reversed animations. The primary objective was to analyze how advertisement design influences viewers’ visual attention and subsequent engagement with the advertising content. To achieve this, we assessed metrics such as gaze direction, blink frequency, and left/right pupil dilation. Our results provide robust evidence on the behavioral impact of animated banners, underscoring the critical role of design elements in optimizing viewer engagement and the overall efficacy of marketing advertisements.