A Study on the Visual Attention of Banner Advertising on Portal Site Using Eye Tracking

This study aims to analyze the visual attention of banner advertisements including Time Board and Rolling Board, the representative advertising area of the web portals such as Naver and Daum, using eye-tracking which is the psychophysiological approaches through a theoretical review of Internet advertisements and eye-tracking. The analysis results showed that the most effective visual elements are layout, graphic images, and banner advertisements in various fonts, which account for the most of the area, and the gaze distribution and gaze occupancy of the areas designed with these elements have the highest visual attention rate. A high ratio of gaze distribution and gaze occupancy means high-level of visual attention and interest in such areas. Therefore, the study verified that eye-tracking experiments can be a more valid indicator for visual effects and advertising effects than behavioral indicators that directly measure consumers" purchasing trends according to the advertising click-through rate. The constant quantitative research on technical changes should be proceeded due to ascending interest in banner advertisements in the Internet advertising market.