Article on Measuring Attention to Social Media Advertising Nominated for the Journal of Advertising Best Article Award 2025
The article “Measuring Gaining and Holding Attention to Social Media Ads with Viewport Logging” by Daniel Bruns, Julian Felix Kopka, Lennart Borgmann, Steffen Prior, and Tobias Langner has been nominated for the Journal of Advertising Best Article Award 2025.
The study investigates how attention to social media advertising can be measured under realistic mobile usage conditions. At the center of the research is the validation of the widely used viewport logging method using mobile eye-tracking, the gold standard for measuring visual attention. The findings show that both the gaining and the holding of attention to social media advertisements can be reliably captured on mobile devices.
The Journal of Advertising Best Article Award is presented annually by the American Academy of Advertising and recognizes particularly influential contributions to international advertising research. This year, seven articles have been nominated for the award.
The full article is available in the Journal of Advertising:
https://www.tandfonline.com/doi/full/10.1080/00913367.2025.2524186
A virtual issue by the American Academy of Advertising featuring influential articles from the journals Journal of Advertising, Journal of Interactive Advertising, and Journal of Current Issues and Research in Advertising can be found here:
https://www.tandfonline.com/journals/ujoa20/collections/AAA-most-influential-articles-2025
