An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness

Zhang, Xuebai; Yuan, Shyan-Ming

doi:10.1109/access.2018.2802206

Cited by 38 publications

(27 citation statements)

References 42 publications

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“…Eye-tracker methods and concepts have been widely applied in several studies as a support tool for measuring one's eye activity data, as the eye directly shows one's attention in the visual environment and is challenging to engineer [33][34][35]. There is an example of research in the eye-tracker area conducted by Zhang [23]. This research was carried out by applying eye-tracker technology to assess elements related to the characteristics of eye movements to predict the effectiveness of a video advertisement.…”

Section: Literature Reviewmentioning

confidence: 99%

“…The BAI questionnaire assesses the level of respondents' anxiety using a scale based on the respondents' answers to the existing 20 questions. There are four scales in BAI, namely low (0-7), medium (8)(9)(10)(11)(12)(13)(14)(15), high (16)(17)(18)(19)(20)(21)(22)(23)(24)(25), and severe . In this experiment, the BAI questionnaire was filled out by respondents after reading the three news articles provided in the context of real news content, and this can provoke impulses and respondents' memories to trigger anxiety.…”

Section: Anxiety Measurementmentioning

confidence: 99%

“…Automatic gaze tracking enables several applications in the fields of human-computer interaction (HCI) and human behavior analysis [22]. This study analyzed and evaluated eye-tracker measurements, including fixation time, total fixation, and gaze duration [23], of the respondents when viewing multimedia information, and analysis of eye-tracker measurements resulted in gaze data (gaze ratio and gaze duration). Furthermore, respondents filled out questionnaires for the BAI (Beck Anxiety Inventory) as a framework for assessing respondents' anxiety levels.…”

Section: Introductionmentioning

confidence: 99%

See 2 more Smart Citations

Considered Factors of Online News Based on Respondents’ Eye Activity Using Eye-Tracker Analysis

2020

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Development of the internet as a source of information has penetrated many aspects of human life, which is shown in the increasingly diverse substance of news in online news sources. Previous studies have stated that the presentation of the substance of online news information can have negative impacts, especially the emergence of anxiety in users; thus, managing the presentation of information becomes important. This study intends to explore factors that should be considered as possible anxiety-inducers for readers of news sites. Analyses of areas of interest (AOIs), fixation, and heat maps from respondents’ eye activity obtained from eye-tracker data have been compiled with Beck Anxiety Inventory (BAI) measurement results to analyze anxiety among newsreaders. The results show that text is the dominant center of attention in various types of news. The reason for the higher anxiety that arises from text on online news sites is twofold. First, there are the respondents’ experiences. Second, text usage allows for boundless possibilities in respondents’ imaginations as a response to the news that has occurred.

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Section: Literature Reviewmentioning

confidence: 99%

Section: Anxiety Measurementmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Considered Factors of Online News Based on Respondents’ Eye Activity Using Eye-Tracker Analysis

2020

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“…O trabalho em [19] tem como objetivo identificar a efetividade de anúncios em vídeo.É proposta uma análise de movimentação de olhos, através da técnica de regressão logística [20], com testes em 61 participantes, estimulados por 6 vídeos de anúncios e avaliados via questionário. Os resultados mostram que quando o participante concentrava a atenção no produto que estava sendo anunciado, a avaliação era positiva sobre a efetividade do anúncio 6 .…”

Section: Trabalhos Correlatosunclassified

Metodologia Baseada em Agrupamento de Rastreamento de Mouse e Olhar para Melhoria da Experiência do Usuário

Aviz¹,

Souza²,

Seruffo³

et al. 2020

Anais Do 14. Congresso Brasileiro De Inteligência Computacional

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Com a expansão de sistemas em plataforma web, tornou-se crítico o desenvolvimento de novas ferramentas e metodologias de avaliação da experiência do usuário (UX) para tornar tais sistemas mais intuitivos. Técnicas como rastreamento de mouse e rastreamento de olhos geram dados de interação que podem ser usados para melhorar o layout e a usabilidade destes sistemas. Além disso, recentemente aárea de desenvolvimento de sistemas passou a adotar Interfaces de Usuários Adaptativas (IUA), visando aprimorar em tempo real a UX. Nesse contexto, este artigo propõe uma metodologia para capturar e analisar os dados de comportamento de um grupo de usuários e sugerir a adaptação de um sistema web. Nesta análise foi utilizado o método de clusterização k-means. Os resultados sugerem que a metodologia pode auxiliar em mudanças automatizadas para melhoria da UX. Keywords-avaliação de experiência do usuário; rastreamento do mouse; rastreamento do olhar; interface de usuários adaptativas; agrupamento.

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“…Kurzhals et al [10] demonstrated their approach with eye-tracking data from a real experiment, and compared it to an analysis of the data by manual annotation of dynamic AOI. Zhang and Yuan [11] proposed the assessment of advert element-related eye movement behaviors in order to predict the traditional high-order advertising effectiveness for video advertising. The research [12] focused on determining the effects of data density, display organization, and stress on visual search performance and associated eye movements (obtained via eye-tracking).…”

Section: Related Workmentioning

confidence: 99%

An Eye-Tracking System based on Inner Corner-Pupil Center Vector and Deep Neural Network

Tat-Meng

Hsieh

et al. 2019

Sensors

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The human eye is a vital sensory organ that provides us with visual information about the world around us. It can also convey such information as our emotional state to people with whom we interact. In technology, eye tracking has become a hot research topic recently, and a growing number of eye-tracking devices have been widely applied in fields such as psychology, medicine, education, and virtual reality. However, most commercially available eye trackers are prohibitively expensive and require that the user’s head remain completely stationary in order to accurately estimate the direction of their gaze. To address these drawbacks, this paper proposes an inner corner-pupil center vector (ICPCV) eye-tracking system based on a deep neural network, which does not require that the user’s head remain stationary or expensive hardware to operate. The performance of the proposed system is compared with those of other currently available eye-tracking estimation algorithms, and the results show that it outperforms these systems.

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An Eye Tracking Analysis for Video Advertising: Relationship Between Advertisement Elements and Effectiveness

Cited by 38 publications

References 42 publications

Considered Factors of Online News Based on Respondents’ Eye Activity Using Eye-Tracker Analysis

Considered Factors of Online News Based on Respondents’ Eye Activity Using Eye-Tracker Analysis

Metodologia Baseada em Agrupamento de Rastreamento de Mouse e Olhar para Melhoria da Experiência do Usuário

An Eye-Tracking System based on Inner Corner-Pupil Center Vector and Deep Neural Network

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