ABSTRACT
With the increasing amount of internet video advertising worldwide, this study aims to improve our understanding of the nature of video advertising marketing and the potential effects on consumers. We focus on exploring the relationship between objective attention to key elements of the video ad (product, brand and endorser), and their associations with subjective attention, recall effect and consumers’ attitude toward the ad, to help the decision-making in advertising business intelligence. which are commonly used in advertising effectiveness. Using an eye-tracking technique, three eye-movement metrics (transformed fixation time, transformed fixation number and average gaze duration) were examined for each element to predict these ad outcomes. Regression analyses revealed that ad outcomes were all significantly positive related to eye movement on product elements. Furthermore, average gaze duration revealed to be a powerful indicator for predicting the product’s objective attention.
