A Study On Eye Movements Of Video Pop-Up Advertisements Effect

As we enter the new century,the Internet technologies accelerate.From the old dial-up access via fixed phone line to high-speed Wifi all over the streets,the Internet has become an essential part of people's daily life.At the same time,benefiting from the development of electronic science and materials science,personal computers and personal mobile devices are experiencing a big leap in performance.With the evolvement of increasing types of devices and media,the New Media rises rapidly.Therefore,more and more merchants turn their attention from traditional media to the New Media.Based on the related published theories,this study starts from the characteristics of pop-up ads in video and explores the advertising effects of pop-up ads during online video play through the following three experiments.In experiment one,two factor mixed experimental design was used to investigate how the external factors of advertisement affect the advertising effect.The positing and forms of advertisement are the independent variables and the advertising effect is the dependent variable.The results demonstrated that during the video playing,the location of the advertisement plays a significant role and the interaction between the location and the form of the advertisement also plays a significant role.Based on the findings in experiment one,in experiment two one factor between-subjects design was used to investigate if the relevance between the advertisement and the video affects the advertising effect.The relevance between the contents of the advertisement and the video is the independent variable and the advertising effect is the dependent variable.The results showed that the high relevance between the advertisement and the video significantly improves the advertising effect.In experiment three,one factor between-subjects design was used to interrogate if the cognitive load of the audience affects the advertising effect.The cognitive load is the independent variable and the advertising effect is the dependent variable.The results suggested that cognitive load affects the advertising processing.When the cognitive load for the audience is lower and the advertising forms are finer,the advertising effect is better.In experiment three,one factor between-subjects design was used to interrogate if the cognitive load of the audience affects the advertising effect.The cognitive load is the independent variable and the advertising effect is the dependent variable.The results suggested that cognitive load affects the advertising processing.When the cognitive load for the audience is lower and the advertising forms are finer,the advertising effect is better.This study demonstrated that 1)the location of the advertisement plays a significant role in improving advertising effect,as the upper left corner is the worst and the lower left corner is best among the four locations but not significant;2)high relevance between the advertisement and the video improves the advertising processing and significantly increases the advertising effect;3)the cognitive load affects the advertising processing as the high cognitive load prevents the deep advertising processing and further decreases the advertising effect.