Eye-tracking AD: Cutting-Edge Web Advertising on Smartphone Aligned with User’s Gaze

Advertisements displayed on a narrow smartphone screen often disturb the user’s operation of the application. Regarding information display methods, the challenge is how to reduce discomfort while still attracting the user’s interest. In this study, we propose a new method of presenting advertisements, called Eye-tracking AD, which constantly observes the user’s gaze and changes the movement and information of the advertisement accordingly. Eye-tracking AD was implemented as an actual application and evaluated by 745 users. As a result, it was found that eye-tracking AD reduced the degree of discomfort while increasing the recall of advertisements. The results are promising for practical use in the future.