Understanding Mobile Searcher Attention with Rich Ad Formats
ACM International Conference on Information and Knowledge Management(2016)
摘要
Mobile Search experiences have evolved significantly from a
few blue links that require users to click. Recent search &
ad units surface instant information to the user in a variety
of visually rich formats that include images, horizontal
swipes, and vertical scrolls. These innovative experiences
call for new metrics & models to better understand searcher
behavior on mobile phones. In this paper, we study how
the presence of ads & their formats impacts searcher’s gaze
& satisfaction. We systematically vary presentation format
of the sponsored result, while controlling for other factors,
such as position and quality of organic results. We experiment
with several configurations of text ad and rich ad formats.
Our findings indicate that showing rich ad formats
improve search experience, by drawing more attention to
the information-rich ad & allowing users to interact to view
more offers, which increases user satisfaction with search.
In addition, we extend prior work by comparing the performance
of various models to infer user’s gaze from viewport
data. Our models improve accuracy of existing viewport based
gaze inference methods by 30% in Pearson’s correlation.
Together, our findings show that viewport data can
be used for fast, accurate and scalable measurement of user
attention on a per-element basis, for both ads as well as
organic search results.
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关键词
eye tracking,mobile search,user attention,user study,rich ad format
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