Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components
Abstract
:1. Introduction
- Are there differences between the target groups in terms of the creative components?
- Are small logos cost-effective elements in dental advertising?
- Is it possible that smiling women’s pictures generate lower costs than mouth details?
- Is it viable that brand colours attract the audience in online marketing campaigns?
2. Literature Review
2.1. SMM and the Personalisation Concept
2.2. Online Controlled Experiments and External Validity
3. Materials and Methods
3.1. A/B Split Test (FBST)
3.2. Images Analysis with Eye-Tracking Technology
- The first phase is to calibrate the system, detecting the pupils of each individual.
- For the calibration, each individual must follow a red ball on the blank screen. At first, the red ball is fixed, then it must be watched as it moves across the screen.
- After the calibration, which lasts 40–50 s, the subject is notified that the calibration stage has been successfully completed, and the experiment will begin.
- The second phase is represented by the experiment. During the experiment, the two images are displayed for each subject for ten seconds each.
4. Results
4.1. A/B Split Test Results
4.1.1. Cost per 1000 People Reached
4.1.2. Cost per Link Click
4.2. Eye-Tracking Experiment Results
4.2.1. Global Results
4.2.2. Results by Gender and Age
5. Discussion
6. Conclusions and Proposals
Author Contributions
Funding
Institutional Review Board Statement
Informed Consent Statement
Data Availability Statement
Conflicts of Interest
Ethics Approval
Appendix A
# [Participant No] | Gender | Age | GazeCloud Session |
---|---|---|---|
# 0 | Male | 41 | Thursday, 24 June 2021 15:43:22 GMT |
# 1 | Male | 20 | Thursday, 24 June 2021 15:41:03 GMT |
# 2 | Male | 20 | Thursday, 24 June 2021 15:38:40 GMT |
# 3 | Female | 20 | Thursday, 24 June 2021 15:36:48 GMT |
# 4 | Female | 20 | Thursday, 24 June 2021 15:35:00 GMT |
# 5 | Male | 20 | Thursday, 24 June 2021 15:33:15 GMT |
# 6 | Female | 20 | Thursday, 24 June 2021 15:31:14 GMT |
# 7 | Male | 19 | Thursday, 24 June 2021 15:29:25 GMT |
# 8 | Female | 20 | Monday, 21 June 2021 07:35:08 GMT |
# 9 | Female | 54 | Sunday, 20 June 2021 17:28:20 GMT |
# 10 | Female | 54 | Sunday, 20 June 2021 17:24:29 GMT |
# 11 | Female | 20 | Friday, 18 June 2021 17:54:58 GMT |
# 12 | Female | 20 | Friday, 18 June 2021 08:41:42 GMT |
# 13 | Male | 20 | Friday, 18 June 2021 08:02:18 GMT |
# 14 | Male | 22 | Friday, 18 June 2021 08:00:16 GMT |
# 15 | Female | 19 | Friday, 18 June 2021 07:58:09 GMT |
# 16 | Female | 19 | Friday, 18 June 2021 07:55:59 GMT |
# 17 | Male | 67 | Friday, 18 June 2021 07:52:42 GMT |
# 18 | Male | 42 | Friday, 18 June 2021 07:48:21 GMT |
# 19 | Female | 44 | Friday, 18 June 2021 07:01:25 GMT |
# 20 | Male | 40 | Friday, 18 June 2021 06:56:26 GMT |
# 21 | Male | 37 | Friday, 18 June 2021 06:49:57 GMT |
# 22 | Male | 52 | Friday, 18 June 2021 06:47:24 GMT |
# 23 | Male | 62 | Friday, 18 June 2021 05:59:54 GMT |
# 24 | Female | 58 | Friday, 18 June 2021 05:57:25 GMT |
# 25 | Female | 24 | Friday, 18 June 2021 05:54:42 GMT |
# 26 | Female | 62 | Friday, 18 June 2021 05:52:26 GMT |
# 27 | Female | 63 | Friday, 18 June 2021 05:50:02 GMT |
# 28 | Male | 40 | Friday, 18 June 2021 05:45:17 GMT |
# 29 | Female | 42 | Friday, 18 June 2021 05:31:16 GMT |
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# [Participant No *] | [Timestamp ms] | [Gaze x%] | [Gaze y%] |
---|---|---|---|
0 | 0 | 0.605 | 0.616 |
0 | 0 | 0.608 | 0.613 |
0 | 34 | 0.609 | 0.617 |
0 | 58 | 0.612 | 0.616 |
0 | 108 | 0.613 | 0.614 |
… | … | … | … |
7 | 0 | 0.482 | 0.502 |
7 | 0 | 0.475 | 0.503 |
7 | 98 | 0.471 | 0.511 |
… | … | … | … |
15 | 0 | 0.437 | 0.252 |
… | … | … | … |
29 | 9939 | 0.423 | 0.21 |
Performance Metrics/Campaign | Cost per 1000 People Reached | Reach | Impressions |
---|---|---|---|
Image A (mouth details ad) | $ xx.03 | 3979 | 6876 |
Image B (woman smiling ad) | $ xx.76 | 2931 | 6098 |
Image A, Area 1 | Image A, Area 2 | |||||
---|---|---|---|---|---|---|
Global | Women | Men | Global | Women | Men | |
Dwell time | 4.81 s | 4.55 s | 5.09 s | 1.24 s | 1.06 s | 1.42 s |
First view | 0.87 s | 1.18 s | 0.52 s | 1.93 s | 2.29 | 1.57 s |
Viewed by | 100% | 100% | 100% | 73% | 83% | 63% |
Image B, Area 1 | Image B, Area 2 | |||||
---|---|---|---|---|---|---|
Global | Women | Men | Global | Women | Men | |
Dwell time | 4.99 s | 4.85 s | 5.13 s | 2.47 s | 1.91 | 3.03 s |
First view | 0.42 s | 0.49 s | 0.35 s | 3.1 s | 2.63 | 3.57 s |
Viewed by | 87% | 93% | 81% | 50% | 64% | 36% |
Image A, Area 1 | Image A, Area 2 | |||||
---|---|---|---|---|---|---|
Global | 18–30 Years | Over 60 Years | Global | 18–30 Years | Over 60 Years | |
Dwell time | 4.81 | 3.76 s | 5.2 s | 7.64 s | 1.24 s | 1.09 s |
First view | 0.87 s | 0.92 s | 0.83 s | 0.8 s | 1.93 s | 1.26 s |
Viewed by | 100% | 100% | 100% | 100% | 73% | 80% |
Image B, Area 1 | Image B, Area 2 | |||||
---|---|---|---|---|---|---|
Global | 18–30 Years | Over 60 Years | Global | 18–30 Years | Over 60 Years | |
Dwell time | 4.99 s | 4.85 s | 3.53 | 6.59 s | 1.47 s | 0.46 s |
First view | 0.42 s | 0.51 s | 0.15 | 0.6 s | 3.1 s | 2.42 s |
Viewed by | 87% | 87% | 74% | 100% | 50% | 60% |
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Nichifor, E.; Lixăndroiu, R.C.; Chițu, I.B.; Brătucu, G.; Sumedrea, S.; Maican, C.I.; Tecău, A.S. Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components. J. Theor. Appl. Electron. Commer. Res. 2021, 16, 2319-2340. https://doi.org/10.3390/jtaer16060128
Nichifor E, Lixăndroiu RC, Chițu IB, Brătucu G, Sumedrea S, Maican CI, Tecău AS. Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2319-2340. https://doi.org/10.3390/jtaer16060128
Chicago/Turabian StyleNichifor, Eliza, Radu Constantin Lixăndroiu, Ioana Bianca Chițu, Gabriel Brătucu, Silvia Sumedrea, Cătălin Ioan Maican, and Alina Simona Tecău. 2021. "Eye Tracking and an A/B Split Test for Social Media Marketing Optimisation: The Connection between the User Profile and Ad Creative Components" Journal of Theoretical and Applied Electronic Commerce Research 16, no. 6: 2319-2340. https://doi.org/10.3390/jtaer16060128