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首页> 外文期刊>Behaviour & Information Technology >Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers' visual attention
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Attention to eSports advertisement: effects of ad animation and in-game dynamics on viewers' visual attention

机译：注意电竞广告：广告动画和游戏内动态对观看者视觉注意力的影响

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摘要

ESports refers to professional video gaming that is typically broadcasted with a live commentary on TV or the Internet. Despite the rapid growth of eSports industry and its potential for a valuable advertising platform, there has not been much discussion about effective advertising strategies for the placement of virtual ads in eSports. Based on previous research, one advertisement factor (i.e. ad animation) and one in-game factor (i.e. in-game dynamics) are identified and tested in an experiment (N=116) with a 2 (ad animation: static vs. animated ads)x2 (in-game dynamics: battle vs. non-battle scenes) mixed design. The results show that both ad animation and in-game dynamics have a significant impact on viewers' visual attention, in terms of fixation count and duration measured by an eye-tracking device. The results also show a significant interaction in which the impact of ad animation on fixation duration is more magnified when in-game play is less busy (i.e. non-battle scenes), compared to when it is busy (i.e. battle scenes). Theoretical implications based on the limited-capacity model, as well as practical implications for practitioners are discussed.
机译：ESports是指专业视频游戏，通常通过电视或Internet上的实时解说进行广播。尽管电子竞技行业发展迅速，并具有潜在的有价值的广告平台的潜力，但对于将虚拟广告放置在电子竞技中的有效广告策略，尚未有太多讨论。根据先前的研究，在一个实验中（N = 116）使用一种2（广告动画：静态与动画广告）识别并测试了一个广告因素（即广告动画）和一个游戏中因素（即游戏动态）。 ）x2（游戏内动态：战斗与非战斗场景）混合设计。结果表明，广告动画和游戏中的动态效果都对观看者的视觉注意力产生重大影响，无论是注视次数还是用眼动追踪设备测量的持续时间而言。结果还显示出显着的交互作用，与忙时（即战斗场景）相比，当游戏中的游戏不那么忙时（即非战斗场景），广告动画对注视持续时间的影响会更大。讨论了基于容量有限模型的理论含义以及对从业人员的实际含义。

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