The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study

Resnick, Marc L.; Albert, William

doi:10.1080/10447318.2013.847762

Cited by 109 publications

(66 citation statements)

References 35 publications

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“…Using an eye-tracking approach, viewers tended to scan a webpage in a top-down manner to locate cues for the brand they were looking for 6 . Similar patterns of webpage viewing were also found by Resnick and Albert 7 .…”

Section: Problem Statementsupporting

confidence: 73%

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Tangmanee

2016

ijecs

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Attaching an ad banner on a clip in a video-sharing website such as YouTube has become common although eye-tracking studies have concluded that this fails to secure visitors' attention. To date, there have been no studies verifying whether ad banners on a video clip can ensure eye fixation from viewers. Through eye-tracking, this study investigates whether YouTube visitors fixate on ad banners, what the correlations between fixation duration on banners and overall fixation counts are, and the extent to which site visitors are able to recall details of ad banners and of the clip viewed. Using a Miramatrix eye-tracker to record YouTube viewers' eye movements, this study showed that nearly all fixated at least once on an ad banner in a clip. However, less than 10% were able to correctly recall the ad content viewed. Nevertheless, about half of viewers were able to correctly recall clip details. Fixation duration on the banner and fixation counts on the clip are negatively correlated, but the relationship between fixation duration and counts on the banner was insignificant. This study sheds new light on YouTube advertising through the use of eye-tracking and advises advertisers to be attentive in selecting clips on which ad banners will appear.

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Section: Problem Statementsupporting

confidence: 73%

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Tangmanee

2016

ijecs

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“…For example, the website owner can offer higher prices for integrating the advertisements into the firstly visited visual elements because it is typically desired to attract users' attention as soon as possible they visit the website [Janoschka 2004]. Although existing research claims that web users tend to ignore advertisements on web pages called "Banner Blindness" [Yesilada et al 2008], an eye tracking study conducted by Resnick and Albert [2014] suggests that the locations of advertisements are crucial. Therefore, the trending scanpaths have potential to guide where the advertisements can be located on web pages to get users' attention.…”

Section: Scanpath Trend Analysis In Usementioning

confidence: 99%

Scanpath Trend Analysis on Web Pages

2016

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Eye tracking studies have widely been used in improving the design and usability of web pages, and in the research of understanding how users navigate them. However, there is limited research in clustering users' eye movement sequences (i.e., scanpaths) on web pages to identify a general direction they follow. Existing research tends to be reductionist which means the resulting path is so short that is not useful. Moreover, there is little work on correlating users' scanpaths with visual elements of web pages and the underlying source code which means the result cannot be used for further processing. In order to address these limitations, we introduce a new concept in clustering scanpaths called Scanpath Trend Analysis (STA) which does not only consider the visual elements visited by all users, but also considers the visual elements visited by the majority in any order. We present an algorithm which automatically does this trend analysis to identify a trending scanpath of multiple web users in terms of visual elements of a web page. In contrast to existing research, the STA algorithm first analyses mostly visited visual elements in given scanpaths, then clusters the scanpaths by using these visual elements based on their overall positions in the individual scanpaths, and then constructs a trending scanpath in terms of these visual elements. This algorithm was experimentally evaluated by an eye tracking study on six web pages for two different kinds of tasks, and therefore 12 cases in total. Our experimental results show that the STA algorithm generates a trending scanpath that addresses the reductionist problem of existing work by preventing the loss of commonly visited visual elements for all the cases. Based on the statistical tests, the STA algorithm also generates a trending scanpath which is significantly more similar to the inputted scanpaths compared to other existing work in 10 out of 12 cases. In the rest of the cases, the STA algorithm still performs significantly better than some of other existing work. This algorithm contributes to behaviour analysis research on the web which can be used for different purposes, for example re-engineering web pages guided by the trending scanpath to improve users' experience or guiding designers to improve their design.

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“…The previous studies on web page design found that viewers' gaze behavior is highly related to different types of content layouts [9], [13], [14]. Although previous studies obtained important findings from observing gaze data in different conditions, their main motivation is to investigate the effects of page design on viewers' task performance or on the likelihood of a user looking at a particular region of the screen.…”

Section: Effects Of Content Design On Gazementioning

confidence: 99%

“…Therefore, appropriate labels and object region boundaries need to be defined by analysts for each situation or task. Second, human gaze is affected not only by what kind of objects the visual content contains but also by where and how they are displayed on the screen [7]- [9]. That is, the gaze model should employ content appearance structure (e.g., spatial layouts of images and text).…”

Section: Introductionmentioning

confidence: 99%

Using Designed Structure of Visual Content to Understand Content-Browsing Behavior

Ishikawa

Kawashima

Matsuyama

2015

IEICE Trans. Inf. & Syst.

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SUMMARYStudies on gaze analysis have revealed some of the relationships between viewers' gaze and their internal states (e.g., interests and intentions). However, understanding content browsing behavior in uncontrolled environments is still challenging because human gaze can be very complex; it is affected not only by viewers' states but also by the spatiosemantic structures of visual content. This study proposes a novel gaze analysis framework which introduces the content creators' point of view to understand the meaning of browsing behavior. Visual content such as web pages, digital articles and catalogs are comprised of structures intentionally designed by content creators, which we refer to as designed structure. This paper focuses on two design factors of designed structure: spatial structure of content elements (content layout), and their relationships such as "being in the same group". The framework was evaluated with an experiment involving 12 participants, wherein the participant's state was estimated from their gaze behavior. The results from the experiment show that the use of design structure improved estimation accuracies of user states compared to other baseline methods.

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The Impact of Advertising Location and User Task on the Emergence of Banner Ad Blindness: An Eye-Tracking Study

Cited by 109 publications

References 35 publications

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Fixation and Recall of Youtube Ad Banners: An Eye-Tracking Study

Scanpath Trend Analysis on Web Pages

Using Designed Structure of Visual Content to Understand Content-Browsing Behavior

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