Eye Tracking Methods in Webpage Advertisements
نویسندگان
چکیده
Due to its design and integration into webpages, native advertising is a constantly growing topic among web developers and marketing experts [4, 7]. Research has shown that native advertising is not simply a golden ticket for advertisers, and greatly relies on proper implementation to be effective. This study assess native advertising’s effectiveness in goal-driven web browsing compared to standard advertisements in two types of web page. Faults in experimental design and inconsistencies in data collection led inconclusive results, however qualitative analysis of scan paths led to support previous research.
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