Exploring Attention to Digital Ads: How Audiences Attend to and Respond to The Real Cost Youth E-Cigarette Prevention Campaign Ads

Key Points

• Audience attention significantly varies across different digital ad formats and placements, affecting engagement levels.
• A total of 150 youth participants engaged with ads over a two-week period, enabling in-depth analysis.
• Methods included a combination of surveys and eye-tracking technology to assess attention to the ads.
• Findings highlight the importance of tailored ad strategies to improve engagement and effectiveness in public health campaigns.