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This research aimed to evaluate the effect of audio in the performance of an audiovisual advertisement stimulus, using eye tracking technology and self-report measures. 31 participants (average age=24.2, SD=5.3) who were recruited for the experiment, watched the video ad without audio, and 30 other participants (average age=25.2, SD=8.8) watched the ad with the original audio. The eye movements of participants were recorded while they were watching the advertisement using a 30Hz Tobii eye tracker and Tobii Pro Studio software and were analyzed offline. Participants’ self-report measures of effectiveness, affectiveness, perceptibility, and attractiveness were collected using 5-point Likert scales. Performing appropriate statistical tests, this study revealed a significant difference of attention in two investigated conditions. Significant results yielded for fixation count and visit duration of messages, visit duration of products, and total fixation duration of whole video ad. Yet no significant differences were found for self-report measures. Neuromarketing methods like eye-tracking may provide useful information on the performance of video advertisement, which can be used for advertising effectiveness evaluation along with self-report techniques for more in-depth analysis.
Mahdipour et al. (Sat,) studied this question.