ArticleJournal of eye movement research2025
Where Vision Meets Memory: An Eye-Tracking Study of In-App Ads in Mobile Sports Games with Mixed Visual-Quantitative Analytics.
Article in Journal of eye movement research, 2025. The graph could read no effect estimate from its abstract, so it casts no vote on the map. Not yet cited in PubMed.
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Abstract
Mobile games have become one of the fastest-growing segments of the digital economy, and in-app advertisements represent a major source of revenue while shaping consumer attention and memory processes. This study examined the relationship between visual attention and brand recall of in-app advertisements in a mobile sports game using mobile eye-tracking technology. A total of 79 participants (47 male, 32 female; Mage = 25.8) actively played a mobile sports game for ten minutes while their eye movements were recorded with Tobii Pro Glasses 2. Areas of interest (AOIs) were defined for embedded advertisements, and fixation-related measures were analyzed. Brand recall was assessed through unaided, verbal-aided, and visual-aided measures, followed by demographic comparisons based on gender, mobile sports game experience and interest in tennis. Results from Generalized Linear Mixed Models (GLMMs) revealed that brand placement was the strongest predictor of recall (
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