6.1a Audience’s Attention to the Youtube Pre-Roll Advertising: Eye-Tracking Approach

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Abstract

The current study investigates the viewers’ attention to the advertising contents and advertising avoidance contents using eye tracking method and examines the correlation of viewers’ attention between self-reported and eye tracking data. An experimental study with 59 participants reveals that key contents of commercial obtained the more frequency of fixation and longer time of fixation. The skip button in the screen was effective to steal viewers’ attention from the advertising contents. A significant correlation was found in skip button attention between eye tracking and self-reported data, but not in advertising attention. Details and interpretation were discussed further.

First & Corresponding Author

Doyle Yoon, University of Oklahoma

Authors in the order to be printed.

Doyle Yoon, University of Oklahoma; Ziho Kang, University of Oklahoma; Fuwei Sun, University of Oklahoma; Sang Chon Kim, University of Oklahoma

Annual Conference 2019

March 28–31, 2019

Marriott City Center, Dallas, TX