Record Details

FIXATION AND RECALL OF YOUTUBE AD BANNERS: AN EYE-TRACKING STUDY

International Journal of Electronic Commerce Studies

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Field Value
 
Title FIXATION AND RECALL OF YOUTUBE AD BANNERS: AN EYE-TRACKING STUDY
 
Creator Tangmanee, Chatpong; Chulalongkorn University
 
Subject Fixation; Recall; Eye-tracking; Ad Banner; YouTube
 
Description Attaching an ad banner on a clip in a video-sharing website such as YouTube has become common although eye-tracking studies have concluded that this fails to secure visitors’ attention. To date, there have been no studies verifying whether ad banners on a video clip can ensure eye fixation from viewers. Through eye-tracking, this study investigates whether YouTube visitors fixate on ad banners, what the correlations between fixation duration on banners and overall fixation counts are, and the extent to which site visitors are able to recall details of ad banners and of the clip viewed. Using a Miramatrix eye-tracker to record YouTube viewers’ eye movements, this study showed that nearly all fixated at least once on an ad banner in a clip. However, less than 10% were able to correctly recall the ad content viewed. Nevertheless, about half of viewers were able to correctly recall clip details. Fixation duration on the banner and fixation counts on the clip are negatively correlated, but the relationship between fixation duration and counts on the banner was insignificant. This study sheds new light on YouTube advertising through the use of eye-tracking and advises advertisers to be attentive in selecting clips on which ad banners will appear.To cite this document: Chatpong Tangmanee, "Fixation and recall of YouTube ad banners: An eye-tracking study", International Journal of Electronic Commerce Studies, Vol.7, No.1, pp.49-76, 2016.Permanent link to this document: http://dx.doi.org/10.7903/ijecs.1404 
 
Publisher Academy of Taiwan Information Systems Research
 
Contributor Partial grant from Chulalongkorn University
 
Date 2016-05-10
 
Type info:eu-repo/semantics/article
info:eu-repo/semantics/publishedVersion
—
experiment, small survey
 
Format application/pdf
 
Identifier http://academic-pub.org/ojs/index.php/ijecs/article/view/1404
10.7903/ijecs.1404
 
Source "International Journal of Electronic Commerce Studies"; Vol 7, No 1 (2016); 49-76
2073-9729
 
Language eng
 
Relation http://academic-pub.org/ojs/index.php/ijecs/article/view/1404/315
 
Rights Copyright (c) 2016 International Journal of Electronic Commerce Studies