This research study utilized eye tracking technology to observe how different advertisement formats affect attention and memory.
We constructed a website with various advertisements throughout - and classified each advertisement based on color brightness, whether there was a dominating text or image, and size type. Participants were instructed to browse through the website for one minute while we tracked their gaze. After the 60 seconds was up, we asked each participant to rank each advertisement in terms of their personal level of interest and how well they remember seeing it. This would help accommodate for some bias (for example, a Star Wars enthusiast would probably spend more time looking at the picture of BB-8). It would also tell us if dwell time (the total amount of time spent looking at the advertisement) directly affects participants' memory afterwards.
