아이트래커를 활용한 디지털 옥외광고 주목 행태 분석 연구: 설치 높이에 따른 시선 반응과 광고인지를 중심으로

초록

This study seeks to find face response and advertising awareness according to the height of advertising in digital OOH advertising. There are few research about the height of advertising even though it has been discussed as main variables in OOH advertising effectiveness studies. 286 respondents participate field experiment and advertising awareness were analyzed according to four types of wall and rooftop. As a result, one’s eyes occupation time and period, one’s eyes fixation time and frequency have an impact on the advertising awareness. All of face response except for one’s eyes occupation frequency and advertising awareness are statistically significant for the height of under 19 meters, under 29 meters, under 39 meters and over 40 meters. These results suggested the height of digital OOH advertising is an important factor for the effectiveness and installation of OOH advertising.

키워드