Forschungsbeitrag von Daniel Bruns, Julian Felix Kopka, Lennart Borgmann, Steffen Prior und Tobias Langner veröffentlicht
Abstract
Gaining and holding attention are a critical bottleneck of social media advertising effectiveness. Assessing attention toward social media ads efficiently is therefore essential and requires valid measures. Viewport logging, a computational measure used to track online content viewability, is widely used in advertising practice to assess and charge for ad exposures. However, there has been no validation of viewport logging as an attention metric for social media ads. Using mobile eye-tracking, the gold standard for assessing visual attention, we validate viewport logging as a computational attention measure in a social media context on smartphones. We compare commonly used eye-tracking metrics for gaining attention (binary fixation thresholds, first fixation duration, time to first fixation) and holding attention (fixation count, fixation and gaze duration) with corresponding established viewport metrics for gaining attention (1-second viewability threshold) and holding attention (viewport time). Our findings demonstrate high concurrent validity with eye-tracking metrics, and predictive validity in forecasting brand recall. Viewport logging provides researchers and advertisers a computational tool for quantifying gaining and holding attention in social media contexts. Its high scalability makes it a valuable method for large-scale attention studies, offering new opportunities for research in the highly competitive field of social media attention.
