Focusing Area on Advertising: An Eye Tracking Application

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Bilişim Teknolojileri Dergisi
Volume:18 Issue:1
Focusing Area on Advertising: An Eye Tracking Application

Focusing Area on Advertising: An Eye Tracking Application

Authors : Aydin Erden, Asiye Bilgili, Beril Durmuş, Murat Çinko

Pages : 77-83

Doi:10.17671/gazibtd.1506664

View : 82 | Download : 36

Publication Date : 2025-01-31

Article Type : Other Papers

Abstract :This study investigates the impact of eye-tracking technology in advertising, with a focus on gender-based analysis. Marketing strategies have evolved, adapting to technological advancements and shifting consumer behaviors. The current phase, Marketing 5.0, leverages technologies like artificial intelligence, augmented reality, and virtual reality to create data-driven and personalized marketing experiences. Human-computer interaction (HCI) has significantly benefited from these technological developments, particularly through the use of eye-tracking technology. This technology provides valuable insights into where individuals focus their attention on a target object or stimulus, revealing subconscious preferences and behaviors. The research presented in this article aims to determine the effectiveness of call-to-action elements in advertisements and whether there is a gender-based difference in attention to these elements. The study utilizes eye-tracking technology to measure viewer engagement with various components of an advertisement, including the human face, text, and call-to-action prompts. The findings suggest that there are indeed gender-based differences in how viewers interact with these elements, with males focusing more on call-to-action parts and females on the human face. The implications of this research are significant for advertisers and marketers, as understanding these differences can lead to more effective and targeted advertising strategies. By recognizing the distinct ways in which different genders process visual information, campaigns can be tailored to maximize impact and drive desired behavioral outcomes.
Keywords : göz takibi, reklamcılık, pazarlama stratejileri, tüketici davranışı, insan-bilgisayar etkileşimi

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