Desired Content versus Digital Advertisements: An Eye-Tracking User Experience Study

Mustafa Can Özdemir

David Ribeiro Lamas

Mati Mőttus

Advertisement repetition is known to enhance recall and awareness towards a certain stimulus. However, overexposure is also recognized to negatively impact user experience (UX). Little is understood on how many repetitions are required to achieve a tolerable balance between user experience and advertising. Likewise, the number of displayed advertisements versus seen advertisements is also unclear. This paper reports a work in progress experimental study that examines the effectiveness of digital advertisements in relation to the user’s visual attention. Participants’ decisions were compared against three stimuli with various repetitions while eye-tracking was used to detect participants’ gaze behaviors. Preliminary data suggests a preference towards the three stimuli with exposure when compared to the stimuli without any exposures. However, we found participants losing attention to advertisements towards the final quarter of the session. Nevertheless, the number of visual fixations for mid-ranged exposures showed higher engagement.

This publication uses Eye Tracking Screen Based which is fully integrated into iMotions Lab

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