Relationships among Two Visual Attentions and Fixation Duration on an Ad Banner: An Exploration through Eye-Tracking on YouTube

An ad banner has been validated through eye-tracking that it fails to secure a website visitor's attention. However, a recent practice has embedded the banner into a clip on YouTube. No publication nonetheless has verified if it could attract the visitor's attention. This study attempts to...

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Bibliographic Details
Published in:Journal of global business issues 2013-04, Vol.7 (1), p.1
Main Author: Tangmanee, Chatpong
Format: Article
Language:English
Subjects:
Advertising campaigns
Brand image
Correlation analysis
Design
Electronic commerce
Eye movements
Internet
Online advertising
Studies
Video
Websites
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Summary:An ad banner has been validated through eye-tracking that it fails to secure a website visitor's attention. However, a recent practice has embedded the banner into a clip on YouTube. No publication nonetheless has verified if it could attract the visitor's attention. This study attempts to analyze correlations among visual attention to an ad banner, visual attention to a clip and fixation duration on the banner. Using the Miramatrix eye-tracker to record 100 visitor's eye movements while watching the YouTube clips, the correlation between the two visual attentions are negatively significant and so is it between the visual attention to the clip and the fixation duration on the ad banner. However, the visual attention to the ad banner is positively related to the fixation duration it. In addition to extending theoretical insight into online advertisement on YouTube through eye-tracking, practitioners could apply the findings to enhance their online advertising campaign on YouTube. [PUBLICATION ABSTRACT]
ISSN:1931-311X