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ISSN : 1226-9654

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Vol.16 No.4

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An Investigation of Banner Ad Effects Using Eye Tracking: An Explorative Observation

The Korean Journal of Cognitive and Biological Psychology / The Korean Journal of Cognitive and Biological Psychology, (P)1226-9654; (E)2733-466X
2004, v.16 no.4, pp.421-434



& (2004). An Investigation of Banner Ad Effects Using Eye Tracking: An Explorative Observation. The Korean Journal of Cognitive and Biological Psychology, 16(4), 421-434.

Abstract

This study analysed banner advertisement effects in the context of web pages. We have sampled subjects' eye tracking movements while using and searching for internet contents, and have measured eye fixation durations of the various locations of web pages. After controlling subjects's web-searching intention(1. e-mail checking condition, 2. information searching condition), three types of the web pages with different banner ad positions were compared. When the banner ad appeared to adjacent regions related to subject's web-searching usage, more attention shifts and fixations were observed than other designs. It was discussed that attention measured by eye tracking method might be more efficient than CTR(click-through-rate) which is widely used in the advertisement researches. An alternative methods to interpret eye movement data in context of the web pages were discussed.

keywords
eye tracking, banner advertisement, internet, ad effects., eye tracking, banner advertisement, internet, ad effects., 안구운동추적, 배너광고, 인터넷, 광고효과

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