This study explores through eye-tracking measures if there are features that can be implemented, added or modified to improve the effectiveness of temporary announcements with L-Shape format banners transmitted on Smart TV. During their appearance, these advertisements occupy the lower and lateral area of the screen (on the right or on the left) and reduce the size of the main program. The study encompassed an analysis on previously acquired data in a controlled laboratory setting involving fifty subjects, who were asked to watch a fictitious television program in which six different banners of six different brands appeared. Three of these brands were reproduced in two different formats while the remaining ones presented a unique layout. For this reason, the sample was divided into six subgroups subjected to the same television program but with different advertising formats. The thesis conducted exploratory research with the aim of looking for common patterns among the spectators' behaviors. The question that arises this research is whether it is possible, through a study of eye movements, to identify common tendencies on the visual attention of the viewer to determine which features can have an impact on the banner's level of attraction and improve them. A statistical approach, based on the comparative tests and multiple linear regressions, validated the outputs obtained. The analyses used Net Dwell Time, Fixation Time, Fixation Count and Revisits to study visual attention and the effort made to understand the different areas; while, the Net Entry Time was used to define the immediacy of the different regions. Findings allow to define some useful recommendations for the realization of future banners. First of all, some common tendencies revealed the presence of Areas Of Interests (AOI) more attractive than others. Bottom Banner, the area located at the bottom of the screen, reported a higher capacity to attract viewers' visual attention compared to the Skyscraper, the area positioned to the side of the screen. Secondly, the L-Shape banner disposed from left to bottom engage the viewers quickly compared to the banner oriented from right to bottom. Thirdly, within the different banner, there are AOIs' common attitudes. Informative messages, promotional messages and call to action covered the role of the more appealing elements. Multiple linear regressions have found out the variables that suggest the types of graphic and content improvements to be made. Several variables have been adopted depending on the area of interest considered. The macro areas have been defined by White Space, Number of Elements, Square Elements, Number of Images and Text Impact. While the individual elements, which characterize the advertising banners, have been defined by AOI size, Element Contrasts, Position, Number of Words and Square Words. Finally, on the base of results, some recommendations were proposed to make the banners more attractive considering the needs of the promoting companies.
Questa ricerca, svolta attraverso l’utilizzo di dispositivi eye traking per il tracciamento del movimento oculare, è mirata ad identificare se vi siano delle caratteristiche grafiche o di contenuto, da poter implementare per aumentare l’efficacia di banner pubblicitari ad apparizione temporanea. Questi banner, definiti L-Shape, ricoprono l’area sottostante e laterale (sinistra o destra) dello schermo. Durante la loro riproduzione il programma principale viene rimpicciolito. L’esperimento è stato condotto su un gruppo di cinquanta persone, le quali sono state sottoposte alla riproduzione di un programma di intrattenimento durante il quale sono apparse sei pubblicità di sei diversi brand. Tre delle aziende hanno proposto due diversi tipi di banner (Banner-A e Banner-B), uguali per messaggio promozionale ma diverse per contenuto, forma e disposizione; mentre le rimanenti tre aziende sono state visualizzate con un unico formato. Per questa ragione il campione è stato diviso in sei sottogruppi, ognuno dei quali ha riprodotto lo stesso programma televisivo ma con formati di banner pubblicitari differenti. Questa tesi ha cercato di capire se fosse possibile, attraverso l’utilizzo di tecnologie di eye-tracking, identificare dei comportamenti comuni tra gli spettatori per aumentare la loro attenzione visiva verso le pubblicità, rendendole più attrattive. Lo studio si è basato su test statistici e modelli di regressione lineari multipla che hanno consentito di dare una validità statistica ai risultati. Diverse metriche sono state utilizzate, il Net Dwell Time, le Revisits, il Fixation Time e il Fixation Count hanno permesso di ottenere informazioni relative all’attenzione visiva degli spettatori e allo sforzo richiesto per la comprensione dei contenuti delle regioni. Il Net Entry Time invece ha dato informazioni relative all’immediatezza delle aree di interesse studiate. I risultati ottenuti hanno permesso di ottenere delle informazioni importanti al fine di realizzare futuri banner. In primis, sono state identificate delle Aree di Interesse più attrattive di altre; il Bottom Banner, posizionato nella regione inferiore dello schermo si è rivelato più interessante della regione laterale, chiamata Skyscraper. In secondo luogo, i banner che occupano l’area sinistra e inferiore sono risultati più immediati rispetto a quelli disposti nel senso opposto (area laterale destra e inferiore). Infine, i messaggi promozionali ed informativi e le Call to Action, aree che richiamano ad un’interazione tra cliente e portale online dell’azienda, sono risultati gli elementi più interessanti per gli utenti. Sono state inoltre condotte delle regressioni lineari multiple con il fine di determinare come l’attenzione visiva dello spettatore potesse aumentare al variare delle caratteristiche del banner. Per le macro-aree, quali L-Shape, Bottom Banner e Skyscraper, i predittori utilizzati sono White Space, Number of Element, Square Elements, Number of Images e Text Impact. Mentre per gli elementi che compongono i banner sono stati utilizzati i predittori AOI size, Element Contrasts, Position, Number of Words e Square Words. Grazie ai risultati ottenuti da queste analisi, la ricerca ha permesso di fornire suggerimenti utili per la realizzazione di futuri banner pubblicitari.
Analysis of innovative and interactive advertising formats for smart TV through eye-tracking methods
POLI, ALBERTO
2018/2019
Abstract
This study explores through eye-tracking measures if there are features that can be implemented, added or modified to improve the effectiveness of temporary announcements with L-Shape format banners transmitted on Smart TV. During their appearance, these advertisements occupy the lower and lateral area of the screen (on the right or on the left) and reduce the size of the main program. The study encompassed an analysis on previously acquired data in a controlled laboratory setting involving fifty subjects, who were asked to watch a fictitious television program in which six different banners of six different brands appeared. Three of these brands were reproduced in two different formats while the remaining ones presented a unique layout. For this reason, the sample was divided into six subgroups subjected to the same television program but with different advertising formats. The thesis conducted exploratory research with the aim of looking for common patterns among the spectators' behaviors. The question that arises this research is whether it is possible, through a study of eye movements, to identify common tendencies on the visual attention of the viewer to determine which features can have an impact on the banner's level of attraction and improve them. A statistical approach, based on the comparative tests and multiple linear regressions, validated the outputs obtained. The analyses used Net Dwell Time, Fixation Time, Fixation Count and Revisits to study visual attention and the effort made to understand the different areas; while, the Net Entry Time was used to define the immediacy of the different regions. Findings allow to define some useful recommendations for the realization of future banners. First of all, some common tendencies revealed the presence of Areas Of Interests (AOI) more attractive than others. Bottom Banner, the area located at the bottom of the screen, reported a higher capacity to attract viewers' visual attention compared to the Skyscraper, the area positioned to the side of the screen. Secondly, the L-Shape banner disposed from left to bottom engage the viewers quickly compared to the banner oriented from right to bottom. Thirdly, within the different banner, there are AOIs' common attitudes. Informative messages, promotional messages and call to action covered the role of the more appealing elements. Multiple linear regressions have found out the variables that suggest the types of graphic and content improvements to be made. Several variables have been adopted depending on the area of interest considered. The macro areas have been defined by White Space, Number of Elements, Square Elements, Number of Images and Text Impact. While the individual elements, which characterize the advertising banners, have been defined by AOI size, Element Contrasts, Position, Number of Words and Square Words. Finally, on the base of results, some recommendations were proposed to make the banners more attractive considering the needs of the promoting companies.| File | Dimensione | Formato | |
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https://hdl.handle.net/10589/151802