by nigitha reddy gauri jape
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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 - PowerPoint PPT PresentationTRANSCRIPT
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!!