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...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
IEEE
2018-01-01
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| Series: | IEEE Access |
| Subjects: | |
| Online Access: | https://ieeexplore.ieee.org/document/8281105/ |