Eye-tracking AD: Cutting-Edge Web Advertising on Smartphone Aligned with User's Gaze

Kota Tsubouchi, Kenta Taoka, Kaori Ikematsu, Shota Yamanaka, Koya Narumi, Yasuhiro Kawahara

研究成果: 書籍の章/レポート/Proceedings会議への寄与査読

抄録

Advertisements displayed on a narrow smartphone screen often disturb the user's operation of the application. Regarding information display methods, the challenge is how to reduce discomfort while still attracting the user's interest. In this study, we propose a new method of presenting advertisements, called Eye-tracking AD, which constantly observes the user's gaze and changes the movement and information of the advertisement accordingly. Eye-tracking AD was implemented as an actual application and evaluated by 745 users. As a result, it was found that eye-tracking AD reduced the degree of discomfort while increasing the recall of advertisements. The results are promising for practical use in the future.

本文言語英語
ホスト出版物のタイトル2024 IEEE International Conference on Pervasive Computing and Communications Workshops and other Affiliated Events, PerCom Workshops 2024
出版社Institute of Electrical and Electronics Engineers Inc.
ページ469-474
ページ数6
ISBN(電子版)9798350304367
DOI
出版ステータス出版済み - 2024
イベント2024 IEEE International Conference on Pervasive Computing and Communications Workshops and other Affiliated Events, PerCom Workshops 2024 - Biarritz, フランス
継続期間: 2024 3月 112024 3月 15

出版物シリーズ

名前2024 IEEE International Conference on Pervasive Computing and Communications Workshops and other Affiliated Events, PerCom Workshops 2024

会議

会議2024 IEEE International Conference on Pervasive Computing and Communications Workshops and other Affiliated Events, PerCom Workshops 2024
国/地域フランス
CityBiarritz
Period24/3/1124/3/15

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