Transcript Eye Tracking In Evaluating The Effectiveness OF Ads

Eye Tracking In Evaluating The
Effectiveness OF Ads
Guide : Dr. Andrew T. Duchowski
BY
NIGITHA REDDY
GAURI JAPE
OVERVIEW
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Introduction
Background
Experimental Design
Results
Conclusion
Future Work
INTRODUCTION
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Eye Tracking
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What is eye tracking
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Process of measuring eye movements and point of gaze
Advantages
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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
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Why
 Ads:
elementary means to increase the business
 Consumers exposed to hundreds of ads
 must be eye catching and efficiently conveyed
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How eye tracking is useful
 understand
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Viewing behavior of consumers
 Design
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more efficient ads
BACKGROUND
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Consumer’s eye Tracking behavior
 Where
consumer’s look in the ad ?
 Which portion of the ad they look most? (point of gaze)
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What people have done?
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Patricia Knowles
 Consumer’s
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viewing behavior
Dr. Leininger
 Advertiser’s
point of view
 Size, Position , colors of the objects
EXPERIMENTAL DESIGN
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DATA
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Categories
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Mascara
Lipstick
Make up
Variations of Ads
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With no person, single person, multiple person
Changing size of the objects
Changing position of the objects
GRAPHICAL REPRESENTATION
STEPS
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Step I
Providing Information to Participants
 15 female volunteers
 typically age group 19 to 30
 provided all required information about
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Categories of ads
Nature of task
Intent identification and grading task
 Perform
Task
STEPS
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Step II
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Observation And Recording
Observe the series of ads
Record participants’ viewing behavior
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Based on the AOIs
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Person
Product
Content
Step III
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Post Questionnaire
For each category
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To identify the intent
Which ad liked most? And why?
ADVERTISEMENT : CATEGORY I
ADVERTISEMENT : CATEGORY II
ADVERTISEMENT : CATEGORY III
RESULTS
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Heat Maps
Mascara Heat Map
 Lipstick Heat Map
 Makeup Heat map
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Post Questionnaire Analysis(Consolidated
graphs)
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postquestionnairegraph.jpg
RESULTS
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AOIs
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Analysis based on AOIs
 Person
 Product
 Content
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Data collection
 Total
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fixation time on each AOI
Comparison of categories
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Based on mean of total fixation time
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fixationgraphs.jpg
CONCLUSION
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Ads with No person & single Person
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AOI : content
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Viewing pattern
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Subjects tend to read the information on ads
Similar of both categories
Ads with Multiple Person
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AOI: person
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Significant fixation time on persons’ faces
Viewing pattern
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Different from other categories
CONCLUSION
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Questionnaire analysis
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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
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FUTURE WORK
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Conducting the survey in broader perspective
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conducted with small number of subjects
Conclusion may differ in large scale
Modify
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the variations of ads,
perspectives
Questions?
Thank you!!