Eye Tracking: St. Joe Channel Website

Sujoy Kumar Chowdhury Victoria Rodgers

Missouri Western State University

Comparing Ad PanelsThe 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.

MethodNine participantsPreparationo IRB approvaloRecruitmentoEye tracker set-upo Lookzone creation

StepsoCalibration of eyesoTask: Look like free ‘surfing”

Naming scheme of LookzonesLetter key:

Prefix:L- LeftC- CenterR- Right

SuffixA- AdC- Content

L1C

L2C

L3A

L4A

L5A

C1A

C2C

C3C

C4C

C5C

R11A

R12A

R1A

Slide 1 (Top View): Spot-light Graph

Slide 2 (Bottom View): Spot-light Graph

Slide 3 (Full View): Spot-light Graph

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

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

Average Time Spent in Adzones

Rank of Adzones (based on average time spent)

Rank

Zone

#1 R12A#2 L4A#3 C1A#4 R11A#5 L5A#6 L3A

2

5

4

6

3

1

L1C

L2C

L3A

L4A

L5A

C1A

C2C

C3C

C4C

C5C

R11A

R12A

R1A

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)

Rank Zone

#01 C3C#02 C4C#03 L1C#04 C5C#05 L2C#06 R12A#07 L4A#08 C1A#09 R11A#10 L5A#11 C2C#12 L3A

R1A, R11A and R12A Lookzones

RecommendationsDifference 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

$$$R12AL4A

$$C1A

R11A

$L5A

L3A

L1C C1A

C2C

L2C C3C

L3A

L4A

L5A

C4C

C5C

R11A

R12A

C6C

R1A

Rank of Adzones (based on average time spent)

Rank

Zone

#1 R12A#2 L4A#3 C1A#4 R11A#5 L5A#6 L3A

L1C C1A

C2C

L2C C3C

L3A

L4A

L5A

C4C

C5C

R11A

R12A

C6C

R1A

3

4

5

1

2

6