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Journals / Bilişim Teknolojileri Dergisi / 2026 / Cilt: 19 Sayı: 2

Analysis of Banner Ad Visuals Using Eye Tracking from Human-Computer Interaction Modules

Banner Reklam Görsellerinin İnsan Bilgisayar Etkileşimi Modüllerinden Eye Tracking (Göz İzleme) İle Analizi

Koray Gündüz(BİNGÖL ÜNİVERSİTESİ)0000-0002-9734-3290
Pages
113–124
Publication Date
2026-04-30
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AI Summary & Key Takeaways

AI Insight
⚡ TL;DR(Too Long; Didn't Read)

The findings reveal that the attention-grabbing potential of banner ads varies by gender and that female-targeted visuals generate stronger interest among participants.

📌 3 Key Takeaways

🎯
Objective & Hypothesis:This study aims to examine the effects of banner ads, which are widely used in digital marketing, on user attention in the context of Human-Computer Interaction.
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Key Findings & Data:The study analyzed the effects of banner ad visuals with different design features and target audience orientations on users' visual attention distribution and focus tendencies using Eye Tracking technology.
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Conclusion & Impact:The findings reveal that the attention-grabbing potential of banner ads varies by gender and that female-targeted visuals generate stronger interest among participants.
🔬Design:Araştırma Makalesi
📍Scope:Comprehensive Sample
⚙️Variables:insan-bilgisayar etkileşimi · eye tracking · görsel dikkat

Abstract

This study aims to examine the effects of banner ads, which are widely used in digital marketing, on user attention in the context of Human-Computer Interaction. The study analyzed the effects of banner ad visuals with different design features and target audience orientations on users' visual attention distribution and focus tendencies using Eye Tracking technology. Within this scope, the images used in the study were divided into three categories: those appealing to female participants, those appealing to male participants, and those appealing to both gender groups. The study attempted to analyze the differences in attention distribution and focus between these three images. Participants were shown these visuals during specified tasks, and areas of interest (AOI) were selected to obtain measurements related to parameters such as Total Fixation Time, Number of Fixations, First Fixation Time, Total Visit Time, and Number of Visits. The data obtained were analyzed using an independent samples t-test via SPSS software. The findings reveal that the attention-grabbing potential of banner ads varies by gender and that female-targeted visuals generate stronger interest among participants.

Özet

Bu çalışma, dijital pazarlama alanında yaygın olarak kullanılan banner reklamların, İnsan-Bilgisayar Etkileşimi bağlamında kullanıcı dikkati üzerindeki etkilerini incelemeyi amaçlamaktadır. Araştırmada Eye Tracking (göz izleme) teknolojisi kullanılarak, farklı tasarım özelliklerine ve hedef kitle yönelimlerine sahip banner reklam görsellerinin, kullanıcıların görsel dikkat dağılımı ve odaklanma eğilimleri üzerindeki etkileri analiz edilmiştir. Bu kapsamda araştırmada kullanılan görseller; kadın katılımcılara, erkek katılımcılara ve her iki cinsiyet grubuna hitap eden olmak üzere üç kategoriye ayrılmıştır. Çalışmada, bu üç görsel arasındaki dikkat dağılımı ve odaklanma farklılıkları analiz edilmeye çalışılmıştır. Katılımcılara belirlenmiş görevler sırasında bu görseller sunulmuş ve ilgi alanı (AOI) bölgeleri seçilerek; Toplam Sabitlenme Süresi, Sabitlenme Sayısı, İlk Sabitlenme Süresi, Toplam Ziyaret Süresi ve Ziyaret Sayısı gibi parametrelerine ilişkin ölçümler elde edilmiştir. Elde edilen veriler, SPSS yazılımı aracılığıyla bağımsız örneklem t-testi analizi gerçekleştirilmiştir. Bulgular, banner reklamlarının dikkat çekme potansiyelinin cinsiyete göre değiştiğini ve kadın hedefli görsellerin katılımcılar üzerinde daha güçlü bir ilgi oluşturduğunu ortaya koymaktadır.

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Cite This Article

Gündüz, K. (2026). Analysis of Banner Ad Visuals Using Eye Tracking from Human-Computer Interaction Modules. Bilişim Teknolojileri Dergisi, Cilt: 19 Sayı: 2, 113–124. https://doi.org/10.17671/gazibtd.1799312

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