Mentor/s
Dr. Jose Mendoza
Participation Type
Poster
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 and Major available
Marketing
Location
University Commons
Start Day/Time
4-21-2017 1:00 PM
End Day/Time
4-21-2017 3:00 PM
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-Share Alike 3.0 License.
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
