BYNIGITHA REDDY

GAURI JAPE

Eye Tracking In Evaluating The Effectiveness OF Ads

Guide : Dr. Andrew T. Duchowski

OVERVIEW

Introduction Background Experimental Design Results Conclusion Future Work

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

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

BACKGROUND

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

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

GRAPHICAL REPRESENTATION

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

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?

ADVERTISEMENT : CATEGORY I

ADVERTISEMENT : CATEGORY II

ADVERTISEMENT : CATEGORY III

RESULTS

Heat Maps Mascara Heat Map Lipstick Heat Map Makeup Heat map

Post Questionnaire Analysis(Consolidated graphs) postquestionnairegraph.jpg

RESULTS

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

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

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

FUTURE WORK

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?

Thank you!!