Attentional Behavior of Users on the Move Towards Pervasive Advertising Media

In this chapter we analyze the attention of users on the move towards pervasive advertising media. We report the findings of two multi-sensor eye tracking studies designed to provide a better understanding of the actual attentional behavior of users on the move in different public environments. In the first study 106 participants were equipped with eye tracking technology and asked to use public transportation vehicles equipped with information and advertising screens. In a second study 16 participants were asked to stroll through a shopping street for about 15 minutes, and during this time different indicators for their behavior and focus of attention (eye tracking, movement and pose tracking) were captured. Motion and pose data was correlated with eye tracking data to identify typical patterns of attention. We report the results of these studies, then discuss the implications of the main findings for pervasive advertising and finally reflect on the used research methodology.