Strategic Placement of Branding Elements in Digital Marketing: Insights from Eye-Tracking Data

Document Type

Conference Proceeding

Source of Publication

International Conference on Enterprise Information Systems (ICEIS) Proceedings

Publication Date

4-4-2025

Abstract

In today's media landscape, where consumers are overloaded with information and have shorter attention spans, digital marketers face significant difficulty in grabbing and holding customers' attention. This research examines how visual attention affects the processing of advertising stimuli. It does this by using eye-tracking technology to determine where branding components should be placed in digital ads to maximize processing efficiency and perceptual salience. The research shows that placing branding features strategically in the top central part of the advertisement can greatly increase visual attention and subsequent recall by analyzing fixation patterns and saccadic behavior. This result is consistent with well-known theories of visual attention, such as the zoom lens model, which holds that processing and memory can be enhanced by focused visual attention. The findings of the study provide marketers with important information on how to maximize the impact of their advertising campaigns by using the principles of visual attention to convey clear, powerful messages in a media landscape that is changing quickly.

ISBN

[9789897587498]

ISSN

2184-4992

Publisher

SCITEPRESS - Science and Technology Publications

Volume

2

First Page

417

Last Page

423

Disciplines

Business | Computer Sciences

Keywords

Branding Elements, Consumer Behavior, Digital Marketing, Eye Tracking, Visual Attention

Scopus ID

105020386118

Indexed in Scopus

yes

Open Access

yes

Open Access Type

Gold: This publication is openly available in an open access journal/series

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