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Eye Tracking: St. Joe Channel Website Sujoy Kumar Chowdhury Victoria Rodgers Missouri Western State University.

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Presentation on theme: "Eye Tracking: St. Joe Channel Website Sujoy Kumar Chowdhury Victoria Rodgers Missouri Western State University."— Presentation transcript:

1 Eye Tracking: St. Joe Channel Website Sujoy Kumar Chowdhury Victoria Rodgers Missouri Western State University

2 Comparing Ad Panels The purpose of this study was to discover which ad panels people were most likely to look at within the webpage. The panels were compared and ranked based on time spent on each ad to justify any differential pricing.

3 Method Nine participants Preparation o IRB approval o Recruitment o Eye tracker set-up o Lookzone creation Steps o Calibration of eyes o Task: Look like free ‘surfing”

4 Naming scheme of Lookzones Letter key: Prefix: L- Left C- Center R- Right Suffix A- Ad C- Content L1C L2C L3A L4A L5A C1A C2C C3C C4C C5C R11A R12A R1A

5 Slide 1 (Top View): Spot-light Graph

6 Slide 2 (Bottom View): Spot-light Graph

7 Slide 3 (Full View): Spot-light Graph

8 Slide 4 (Top view 2 nd Time): Spot- light Graph

9 Slide 5 (Bottom View 2 nd time): Spot-light Graph

10 Average Time Spent in Adzones

11 Rank of Adzones (based on average time spent) RankZone #1 R12A #2 L4A #3 C1A #4 R11A #5 L5A #6 L3A L1C L2C L3A L4A L5A C1A C2C C3C C4C C5C R11A R12A R1A

12 Average Time Spent in Lookzones * R1A covers the same area jointly covered by R11A and R12A

13 Combined ranking of look zones (based on average time spent) RankZone #01 C3C #02 C4C #03 L1C #04 C5C #05 L2C #06 R12A #07 L4A #08 C1A #09 R11A #10 L5A #11 C2C #12 L3A

14 R1A, R11A and R12A Lookzones

15 Recommendations Difference in time spent not significant enough to establish a new differential pricing model solely based on attention Premium pricing is justified when look- zones are split (R1A) Visual enhancement needed for L3A lookzone

16 $$$ R12A L4A $$ C1A R11A $ L5A L3A L1C C1A C2C L2C C3C L3A L4A L5A C4C C5C R11 A R12 A C6C R1A

17 Rank of Adzones (based on average time spent) RankZone #1 R12A #2 L4A #3 C1A #4 R11A #5 L5A #6 L3A L1C C1A C2C L2C C3C L3A L4A L5A C4C C5C R11 A R12 A C6C R1 A


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