First and Last Name/s of Presenters

Jeanine MinnocciFollow

Mentor/s

Dr. Jose Mendoza

Location

University Commons

Start Day/Time

4-21-2017 1:00 PM

End Day/Time

4-21-2017 3:00 PM

Abstract

In digital advertising, companies might design their piece without thorough consideration of what areas of interest attract the consumers’ attention. This research measures the preferences of digital advertising by measuring students’ eye movements. This methodological contribution consists of recruiting students at Sacred Heart University and exposing them to pieces of digital advertising from the 2016 Webby Awards. By using eye-tracking technology, students’ areas of interest will be measured using metrics such as, point of gaze; saccade order; heat maps; opacity maps; and areas of interest (AOIs). The participants will look at each digital ad on a monitor for several seconds while the eye-tracking device records metrics. A desktop base eye-tracking tool will be used alongside an online-base survey tool. This is a non-intrusive research method of understanding which areas of a digital ad are relevant to participants. The practical contribution of this research is that digital agencies and marketers can optimize the design, look, and feel of their digital advertising by using eye-tracking technologies to measure the consumers’ reactions to these pieces.

Keywords: eye-tracking, eye-tracking technology, eye movement, digital advertising, advertising measurements, areas of interest, point of gaze, Webby Awards, Sacred Heart University

College

Welch College of Business

College and Major available

Marketing

Keywords

Digital advertising, Consumers, Eye movement

Document Type

Poster

Creative Commons License

Creative Commons Attribution-Noncommercial-Share Alike 3.0 License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.

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Apr 21st, 1:00 PM Apr 21st, 3:00 PM

Using Eye-Tracking to Measure Areas of Interest in Digital Advertising

University Commons

In digital advertising, companies might design their piece without thorough consideration of what areas of interest attract the consumers’ attention. This research measures the preferences of digital advertising by measuring students’ eye movements. This methodological contribution consists of recruiting students at Sacred Heart University and exposing them to pieces of digital advertising from the 2016 Webby Awards. By using eye-tracking technology, students’ areas of interest will be measured using metrics such as, point of gaze; saccade order; heat maps; opacity maps; and areas of interest (AOIs). The participants will look at each digital ad on a monitor for several seconds while the eye-tracking device records metrics. A desktop base eye-tracking tool will be used alongside an online-base survey tool. This is a non-intrusive research method of understanding which areas of a digital ad are relevant to participants. The practical contribution of this research is that digital agencies and marketers can optimize the design, look, and feel of their digital advertising by using eye-tracking technologies to measure the consumers’ reactions to these pieces.

Keywords: eye-tracking, eye-tracking technology, eye movement, digital advertising, advertising measurements, areas of interest, point of gaze, Webby Awards, Sacred Heart University