Research on the degree of attraction to users of ads at different positions during targeted operation

Abstract

This research is performed in order to explore user’s concern on ads at different web pages when users completes tasks in targeted way. 30 users with normal visual acuity or corrected visual acuity are selected. Users are assigned with tasks to ensure targeted operation. Data retrieval form website which including its home page and ticket booking page are as stimulus materials and added by SMI RED desktop eye tracker. The eye movement data for users to browse web page ads is recorded. The fixation number, average fixation are extracted and analyzed. It is found that selective ignore for ads will occur during targeted operation; the position of ads would consider both the web site’ purpose and users’ experience; the ads should be putted at the end of user’s eye-movement track, which will not affect their normal operation and also there are relatively high possibility to be observed by users.