An Eye-Movement Study Of Creative Web-Ads And It’s Present Way On Consumers’ Visual Attention

With the large increase in Internet penetration and the sustained growth of Internet users in those years, Internet has become an indispensable and important part in people’s daily life. In order to attract the attention of consumers and set up the brand, extend the sales of goods or services, many enterprises have spent so much money on web advertisement. The prosperity of web-ads help enterprises achieve profit. There are so many ads online that the content and form of advertisement become very important. In order to stand out from others, enterprises keep therir eyes on how to design a good advertisement. This paper studies on the effect of size, degree of creative and exposure effect on customers’ attention to web-ads from an eye movement view.This paper includes two experiments:to investigate the effect of size and degree of creative. On the premise of controlling the webs’ format, colour and content, the first experiment takes a two-factor between-subjects design of two degrees of creative (creative, not creative) and 3 sizes(240 x 400,300 x 250 and 250 x 150 pixels). The results are as follows:the main effect of degree of creative degree is significant:the more creative were the web-ads, the more attention they will get. The main effect of size is significant:generally speaking, the bigger size gets more attention than small size. The main effect of interaction between size and degree of creative is not significant:creative ads in 300 x 250 pixels has the most attention from participants; non-creative ads in 240 x 400 pixels is the best one in non-creative ads. In order to control the cost, enterprises should choose the reasonable way to design an ad.The second experiment takes a two-factor between-subjects design of two degrees of creative(creative, not creative) and 5 exposre levels. The result shows hat the main effect of size and exposure levels are significant, either to the main effect of interaction between them. When the creative ads repeat the second or third time, participants pay more attention on them. The track view looks like a inverted "U". When non-creative ads repeat exposure, the more repeat they did, the less attention they got. Reasonable repetition helps to enhance the advertisement effect.