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...
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doaj-0f57fa2c4f3e4a9e8f6f9f7ab9e7b4872021-03-29T20:45:19ZengIEEEIEEE Access2169-35362018-01-016106991070710.1109/ACCESS.2018.28022068281105An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and EffectivenessXuebai Zhang0https://orcid.org/0000-0002-7572-5378Shyan-Ming Yuan1https://orcid.org/0000-0002-3621-9528Department of Computer Science, National Chiao Tung University, Hsinchu, TaiwanDepartment of Computer Science, National Chiao Tung University, Hsinchu, TaiwanThis 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.https://ieeexplore.ieee.org/document/8281105/Eye trackingvideo advertisingdynamic AOIad elementsadvertising effectiveness |
collection |
DOAJ |
language |
English |
format |
Article |
sources |
DOAJ |
author |
Xuebai Zhang Shyan-Ming Yuan |
spellingShingle |
Xuebai Zhang Shyan-Ming Yuan An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness IEEE Access Eye tracking video advertising dynamic AOI ad elements advertising effectiveness |
author_facet |
Xuebai Zhang Shyan-Ming Yuan |
author_sort |
Xuebai Zhang |
title |
An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness |
title_short |
An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness |
title_full |
An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness |
title_fullStr |
An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness |
title_full_unstemmed |
An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness |
title_sort |
eye tracking analysis for video advertising: relationship between advertisement elements and effectiveness |
publisher |
IEEE |
series |
IEEE Access |
issn |
2169-3536 |
publishDate |
2018-01-01 |
description |
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. |
topic |
Eye tracking video advertising dynamic AOI ad elements advertising effectiveness |
url |
https://ieeexplore.ieee.org/document/8281105/ |
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