A network advertising effect evaluation system and method based on eye tracking

Abstract

The invention provides a network advertisement effect testing system based on eye tracking and a testing method thereof. The system comprises the components of an eye tracking acquisition unit which is used for acquiring testing behavior information of a user on a searching engine result webpage through an eye tracking device; an advertisement model establishing unit which is used for qualitatively and quantitatively analyzing effects of advertisements with different positions and different relativities to user attenuation and attraction according to data that are acquired by the eye tracking acquisition unit, and extracting a characteristic which is related with a network advertisement effect according to an eye movement analysis result, advertisement self characteristic, displayed feedback information and implicit feedback information, thereby obtaining an advertisement effect model; and an advertisement effect evaluating unit which is used for calculating relation between the advertisement effect and each characteristic according to the advertisement effect model and testing effectiveness of the advertisement effect model.

Description

technical field [0001] The invention belongs to the technical field of Internet advertisement effect evaluation, and in particular relates to an eye-tracking-based network advertisement effect evaluation system and a method thereof. Background technique [0002] At present, Internet advertising, as one of the important components of Internet marketing, is a means of disseminating marketing information to consumers through electronic information services. Compared with the traditional advertising of the four major media, Internet advertising has become one of the main network marketing methods due to its wide coverage, strong interaction, low cost and many other characteristics, and has a pivotal position in the network marketing method system. The basic goal of Internet advertising is that advertisers use the lowest cost method to spread advertisements to potential users through various media. According to the different types of users, personalized recommendations and ratio...

AI Technical Summary

Problems solved by technology

In 2008, Craswell proposed the cascade model for the first time, however, the cascade model is only applicable to single-click sessions

However, there are certain deficiencies in the eye-tracking technology in the prior art. Most of the research on eye-tracking technology only studies user behavior through eye-movement parameters, and considers different types of eye-movement parameters separately. , this method has a single source of information and is not comprehensive enough to comprehensively evaluate the effectiveness of online advertising

[0006] To sum up, how to evaluate and analyze online advertising effects more objectively in the prior art; and for the online advertising effect testing system and method using eye-tracking, how to achieve detection based on eye-tracking information combined with click behavior information Advertising effectiveness, improving the quality of Internet advertising, optimizing the effect of advertising distribution and enhancing the interactive experience of Internet users, there is still a lack of effective solutions

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