Prosumer attitude toward YouTube bumper advertising: An eye-tracking analysis

Abstract

Since the Internet in a global way becomes public, an endless web of interconnections begins to weave that vanishes geographical borders, allowing ubiquitous access and multidirectional intercommunication. The benefits it brings with it favors access to information, communication and entertainment. In addition to technological progress, different platforms and mobile devices are being developed that create interactions and ecosystems governed by the immediate. Social networks emerge that allow not only connecting people and their families, social groups with common interests or values, but also personal development and the performance of different daily activities in terms of leisure, education or work. In this context, companies are also supported as they project and promote their brand, managing to give visibility to both large and small businesses and that users feel identified with it.

YouTube, being considered the most important video distribution platform in the world, offers the possibility of advertising through advertising bumpers: condensed videos of content due to their duration of 6 seconds and impossible to skip.

For this context, the present study records the eye tracking carried out by young university students living in Ciudad Juárez (Mexico) in a series of bumper ads, with the aim of making the areas of interest visible and, likewise, relating and recognizing the user's attitude to the advertised brand and purchase decision.