Eye tracking in evaluating the effectiveness of ads guide dr andrew t duchowski
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Eye Tracking In Evaluating The Effectiveness OF Ads Guide : Dr. Andrew T. Duchowski. by Nigitha Reddy Gauri Jape. Introduction Background Experimental Design Results Conclusion Future Work. Overview. Eye Tracking What is eye tracking

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Eye tracking in evaluating the effectiveness of ads guide dr andrew t duchowski

Eye Tracking In Evaluating The Effectiveness OF Ads

Guide : Dr. Andrew T. Duchowski

byNigithaReddyGauri Jape


Overview

  • Introduction

  • Background

  • Experimental Design

  • Results

  • Conclusion

  • Future Work

Overview


Introduction

  • 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

Introduction


Need of eye tracking in ad effectiveness

  • 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

Need Of eye tracking in ad effectiveness


Background

  • What people have done?

    • Patricia Knowles

      • Consumer’s viewing behavior

    • Dr. Leininger

      • Advertiser’s point of view

      • Size, Position , colors of the objects

  • Background


    Experimental design

    • 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

    Experimental Design



    Steps

    • 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

    STEPS


    Steps1

    • 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?

    STEPS


    Advertisement category i
    advertisement : Category I



    Advertisement category iii
    advertisement : Category III


    Results

    • Heat Maps

      • Mascara Heat Map

      • Lipstick Heat Map

      • Makeup Heat map

    • Post Questionnaire Analysis(Consolidated graphs)

      • postquestionnairegraph.jpg

    Results


    Results1

    • 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

    Results


    Conclusion

    • 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

    Conclusion


    Conclusion1

    • 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

    Conclusion


    Future work

    Future Work



    Thank you!!


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