Eye Movement Research On Mobile Web Advertisement

As the use of3G technology, the competition of the three major communications carriers,mobile users get more and more data of flow, the smart phone has become more and morepopular, people can use their mobile phone surfing the internet faster than before; onlineshopping is a new fashion for the young.with the help of online bank system China Unionpay,young people now using their smart phone check out online. the wap website ads attract theconsumers purchasing the goods on the screen.so,people can shop anytime, anywhere, as aresult,more and more advertising operators hightlight the advertise on the wap.Although there are many wap sites, most of the wap pages are transcoded by themobile-browers or presented directly showed to people by mobile version,The wap pages areusually designed differently in order to achieve better exterior, compared to the computerweb pages,the wap pages are more briefly, and the pages operation function is relatively lessthan the computer’s website. For example, do not have the right mouse button function, thepicture is smaller, there is also less pop-up ads.Now here is the problem,can the advertisement strategy that people used in the computerweb pages be used in the wap pages?What is the characteristics of Mobile web ads?This study is to test visual perception characteristics of the eye movements when peopleare reading text ads or looking at the ads images that are dynamic,and those are static,andthose images with several layers,even images with different size.So as to promote thedevelopment of mobile web advertising industry.In study1,we used the eye movement record method, using the mobile web as theresearch object, we recorded the investigation participants’s eye movement characteristicswhen browsing different text ads,and we found out that text ads with large fonts, as wellas in the central place text ads have the better effect than the ads that are placed in the top orbottom place.In study2,we used the eye movement record method, we recorded the participants in themobile website in different image ads eye movement characteristics, found out that image ads that are dynamic and placed in the central position have the best advertising effect.In study3,we used the eye movement record method and combinated withthe,questionnaire survey method,to see how the image interestingness and layers affect themobile web ads.and found out that dynamic ads images that are interesting and with morelayers were watched for the longest time and gained more positive attitude, better emotionaleffects and better cognitive effect, and people watched these type of ads images are muchmore likely to click to konw more.