An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness

This paper aims to assess which ad element-related eye movement behaviors could predict the traditional advertising effectiveness of high-order for video advertising. The data were obtained from 61 participants, each stimulated by six video ads, via an eye tracking method and questionnaires. A logis...

Full description

Saved in:
Bibliographic Details
Published in:IEEE access 2018-01, Vol.6, p.10699-10707
Main Authors: Zhang, Xuebai, Yuan, Shyan-Ming
Format: Article
Language:English
Subjects:
ad elements
Advertising
advertising effectiveness
Attitudes
Cognition
dynamic AOI
Eye movements
Eye tracking
Fixation
Gaze tracking
Indicators
Recall
Regression analysis
Streaming media
Thin film transistors
Tracking
video advertising
Visualization
Citations: Items that this one cites
Items that cite this one
Online Access:Get full text
Tags: Add Tag
No Tags, Be the first to tag this record!
Description
Summary:This paper aims to assess which ad element-related eye movement behaviors could predict the traditional advertising effectiveness of high-order for video advertising. The data were obtained from 61 participants, each stimulated by six video ads, via an eye tracking method and questionnaires. A logistic regression was conducted to predict high and low ad effectiveness with regard to element-related eye indicators. Three core constructs of high-order advertising effectiveness commonly used in research address the memory (ad recall), affect (attitude toward ad and attitude toward brand) and desirability (purchase intention) of consumers. Three key advertising elements (product, brand, and endorser) were tracked, presented by three eye movement indicators (transformed fixation time (TFT), transformed fixation number (TFN), and average gaze duration (AGD)). The findings indicated that three items are related to attitude toward ad (product-related AGD, brand-related AGD and endorser-related TFT), attitude toward brand (brand-related TFN and AGD, endorser-related TFT), and purchase intention (product-related AGD, brand-related TFN and endorser-related TFN). However, only two items of them are related to recall (product-related AGD and brand-related TFN). Furthermore, for all ad outcomes, consistently, eye movements on product elements and endorser elements tend to positively related to ad effectiveness, while eye movements on brand elements tent to negatively.
ISSN:2169-3536
2169-3536
DOI:10.1109/ACCESS.2018.2802206