Proposal authors of accepted papers can use the tool below (scroll down) to see where they have been placed in the agenda. Note: Special Topics sessions - Only the submitter's name is searchable, not panelists. [If you wish an overview of the conference please click here: Conference Overview Agenda.
Please use this search form to:
- First or Secondary Author: Click on "person," click on your name, and "search." Then use the bottom scroll bar to slide to the right until you see the search button. Scroll down this screen to see the result of the search!
- Search by Date/Time
- Search by Keywords
- Search by Submission Type (Full Paper or Special Topics)
To see the full agenda, leave all drop-downs blank, and simply click on "Search." Please note that there are some options you may select once you have searched. (Please do not be confused about something that looks like "1.1 Digital Advertising" as this is simply a title of a group of sessions.
Contact the AAA Conference Office to accept the session assignment, or to request a change due to a conflict. Call (727) 940-2658 x 2004 if you have questions. Please be sure to reference the session title(s), date(s) and time(s) if you contact us.
6.1a Audience’s Attention to the Youtube Pre-Roll Advertising: Eye-Tracking Approach
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