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A method for the improvement of interactive advertising by means of eye tracking and a fuzzy model

Dziśko M.

Journal of Theoretical and Applied Computer Science

2016

Vol. 10, nr 3

30--39

The main goal of research presented in this paper was to increase the effectiveness of communication with interactive advertising, through the use of eye tracking. Experiments were performed to analyze the interest in advertising content, with a different influence on web users. A statistical analysis of results was conducted, and a fuzzy model based on the results was designed and verified. The analysis led to the conclusion that the eye tracking can be used to increase the possibility to create advertising content that is interesting for the larger target group.