Eye Tracking In Evaluating The Effectiveness OF Ads Guide : Dr. Andrew T. Duchowski

 Introduction  Background  Experimental Design  Results  Conclusion  Future Work

 Eye Tracking  What is eye tracking Process of measuring eye movements and point of gaze  Advantages Faster than any input media Easy to determine user’s interest (Focused automatically) Helpful to study user’s interaction with the environment

 Why  Ads: elementary means to increase the business  Consumers exposed to hundreds of ads  must be eye catching and efficiently conveyed  How eye tracking is useful  understand  Viewing behavior of consumers  Design  more efficient ads

 Consumer’s eye Tracking behavior  Where consumer’s look in the ad ?  Which portion of the ad they look most? (point of gaze)  What people have done?  Patricia Knowles  Consumer’s viewing behavior  Dr. Leininger  Advertiser’s point of view  Size, Position, colors of the objects

 DATA  Categories  Mascara  Lipstick  Make up  Variations of Ads  With no person, single person, multiple person  Changing size of the objects  Changing position of the objects

 Step I  Providing Information to Participants  15 female volunteers  typically age group 19 to 30  provided all required information about Categories of ads Nature of task  Intent identification and grading task  Perform Task

 Step II  Observation And Recording  Observe the series of ads  Record participants’ viewing behavior  Based on the AOIs  Person  Product  Content  Step III  Post Questionnaire  For each category  To identify the intent  Which ad liked most? And why?

 Heat Maps  Mascara Heat Map Mascara Heat Map  Lipstick Heat Map Lipstick Heat Map  Makeup Heat map Makeup Heat map  Post Questionnaire Analysis(Consolidated graphs)  postquestionnairegraph.jpg postquestionnairegraph.jpg

 AOIs  Analysis based on AOIs  Person  Product  Content  Data collection  Total fixation time on each AOI  Comparison of categories  Based on mean of total fixation time  fixationgraphs.jpg fixationgraphs.jpg

 Ads with No person & single Person  AOI : content  Subjects tend to read the information on ads  Viewing pattern  Similar of both categories  Ads with Multiple Person  AOI: person  Significant fixation time on persons’ faces  Viewing pattern  Different from other categories

 Questionnaire analysis  Difference in ads liked & ads conveyed intent  Advertiser’s goal  Consumer should like the ad at same time it should convey the intent.  Ads with single person will be a close choice

 Conducting the survey in broader perspective  conducted with small number of subjects  Conclusion may differ in large scale  Modify  the variations of ads,  perspectives

Questions?

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