The objective of this study is to understand the influence of articulation on sports sponsorship posters of a sporting event. An eye tracking experiment was conducted to examine the visual attention data on exposure to the sponsor's brand while viewing an advertisement poster. The respondents were asked to fill out a questionnaire based on what they could recall while viewing the poster. Quantitative data, along with the eye tracking data, was analyzed using the Mann-Whitney U test and ANOVA. Respondents between the age group of 20 to 42 years were approached using the convenience sampling method. The findings of the study ascertained that articulating an advertisement sports poster is unlikely to have a substantial impact on visual attention and brand awareness of the consumer, instead diverting the attention away from the brand to the articulated text. Furthermore, the articulation effects of sports posters depend on the degree of congruence between sponsor-event pairing, which influences visual attention, resulting in a stronger brand recall when congruence is low. This study adds to the body of knowledge on the impact of articulation in sports sponsorship, where the extant literature is still limited. Future research could consider other types of articulation, such as analogical and socio-financial, and use other techniques, such as Electroencephalogram (EEG) and Functional Magnetic Resonance (FMR), to arrive at better results. This study aimed to empirically test the effect of articulation on sports posters considering the impact of ad-design elements on attention and media planning.

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This study examines the consumer's visual attention toward gamification options while watching the OTT (Over-the-top) online content. Also, the impact of gamification on user engagement (UE) on the OTT platform was studied using data collected by conducting an eye-tracking experiment and subsequently using a user engagement scale (UES). The study was carried out at the marketing and behavioural lab of a management institute in India using the OTT platform website and Tobii eye-tracker. Empirical data was collected from 52 respondents within the age group between 23 to 35 years. The relation between Attention to Gamification (AG), Reward Satisfaction (RS), and User Engagement (UE) were studied by running a mediating linear regression analysis. From the results, it was found that respondents were equally interested in watching the online content as well as ready to explore the gamification options. The research findings demonstrate that Reward Satisfaction (RS) acted as a mediating factor in the relation between Attention to Gamification (AG) and User Engagement (UE). This study adds to the literature on consumer engagement towards gamification on the OTT platform, where the literature is still limited. Future research could consider mobile apps as a platform to undertake the study. This study aimed to empirically test the effect of AG on UE with the involvement of RS as a mediator. The study is the first of its type to use eye-tracking data to understand the impact of gamification on the OTT platform.

Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.