Visual attention: the interplay between ad characteristics and context factors

Using eye-tracking data, we tested what elements of the ad are able to catch the eye and whether the context of the ad can draw visual attention away. Characteristics of 183 magazine ads and their direct context were systematically coded and linked to eye-tracking data. Results showed that indeed ad characteristics can attract visual attention, while context characteristics are able to divert visual attention. Especially ad size and the use of color in the context affect attention. In addition, it was shown that ad characteristics do have a much larger influence than context characteristics. Finally, results showed the differential effect of brand, visual and text elements. This study clearly indicates which "bottom-up characteristics" can drive subconscious or passive attention, which makes it a valuable addition to earlier attention research and processing theory.