Eyetracking of St Joseph Channel (KQ2) website

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Eye Tracking: St. Joe Channel Website Sujoy Kumar Chowdhury Victoria Rodgers Missouri Western State University

Comparing Ad Panels The purpose of this study was to discover which ad panels people were most likely to look at within the webpage. The panels were compared and ranked based on time spent on each ad to justify any differential pricing.

Method Nine participants Preparation ,[object Object]

Task: Look like free ‘surfing”,[object Object]

Slide 4 (Top view 2nd Time): Spot-light Graph

Slide 5 (Bottom View 2nd time): Spot-light Graph

Rank of Adzones (based on average time spent) 3 C1A L1C C2C 4 R11A L2C C3C 1 6 R1A L3A R12A 2 L4A C4C 5 L5A C5C

Average Time Spent in Lookzones * R1A covers the same area jointly covered by R11A and R12A

Combined ranking of look zones (based on average time spent)

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Eyetracking of St Joseph Channel (KQ2) website

1. Eye Tracking: St. Joe Channel Website Sujoy Kumar Chowdhury Victoria Rodgers Missouri Western State University

2. Comparing Ad Panels The purpose of this study was to discover which ad panels people were most likely to look at within the webpage. The panels were compared and ranked based on time spent on each ad to justify any differential pricing.

4. Recruitment

5. Eye tracker set-up

8. Slide 1 (Top View): Spot-light Graph

9. Slide 2 (Bottom View): Spot-light Graph

10. Slide 3 (Full View): Spot-light Graph

11. Slide 4 (Top view 2nd Time): Spot-light Graph

12. Slide 5 (Bottom View 2nd time): Spot-light Graph

13. Average Time Spent in Adzones

14. Rank of Adzones (based on average time spent) 3 C1A L1C C2C 4 R11A L2C C3C 1 6 R1A L3A R12A 2 L4A C4C 5 L5A C5C

15. Average Time Spent in Lookzones * R1A covers the same area jointly covered by R11A and R12A

16. Combined ranking of look zones (based on average time spent)

17. R1A, R11A and R12A Lookzones

18. Recommendations Difference in time spent not significant enough to establish a new differential pricing model solely based on attention Premium pricing is justified when look-zones are split (R1A) Visual enhancement needed for L3A lookzone

19. L1C C1A C2C L2C C3C R11A R1A $$$R12AL4A$$C1A R11A $L5A L3A R12A L3A C4C L4A L5A C5C C6C

20. 3 Rank of Adzones (based on average time spent) L1C C1A C2C 4 L2C C3C R11A R1A R12A 1 6 L3A C4C L4A 2 L5A 5 C5C C6C

Notes de l'éditeur

Static screen shots, predict that motion will pull attention, but banner blindness will still occur regardless.
To get this, we divided the number of fixations by the area of the lookzone, taken from the screen shot of the full webpage.Notice two number fours, these lookzones tied for number of fixations over area. (less than .01 difference, take notice of graph later)
To get this, we divided the number of fixations by the area of the lookzone, taken from the screen shot of the full webpage.Notice two number fours, these lookzones tied for number of fixations over area. (less than .01 difference, take notice of graph later)

Eyetracking of St Joseph Channel (KQ2) website

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