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by Nigitha Reddy Gauri Jape

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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by Nigitha Reddy Gauri Jape

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

  2. Introduction • Background • Experimental Design • Results • Conclusion • Future Work Overview

  3. 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

  4. 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

  5. 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 Background

  6. 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

  7. Graphical Representation

  8. 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

  9. 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

  10. advertisement : Category I

  11. advertisement : Category II

  12. advertisement : Category III

  13. Heat Maps • Mascara Heat Map • Lipstick Heat Map • Makeup Heat map • Post Questionnaire Analysis(Consolidated graphs) • postquestionnairegraph.jpg Results

  14. 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

  15. 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

  16. 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

  17. Conducting the survey in broader perspective • conducted with small number of subjects • Conclusion may differ in large scale • Modify • the variations of ads, • perspectives Future Work

  18. Questions?

  19. Thank you!!

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