Research Article Open Access

Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study

Prasun Gahlot1, Surya Bahadur Thapa1, Komal Suryavanshi1, Aradhana Gandhi1 and Ramakrishnan Raman1
  • 1 Department of Management, Symbiosis Centre for Behavioural Studies, Symbiosis Institute of Business Management, Symbiosis International (Deemed University), Pune, India

Abstract

Embedded marketing in online videos has become a popular form of advertising. This study aims to examine the impact of visual attention due to different sequences of product placement by content creators in their videos on brand name, product name, and brand awareness. An experimental study was conducted to investigate the effect on the viewer's attention while viewing a video based on the placement of the brand at the beginning, in the middle, and towards the end of the video. The study used an eye-tracking experiment, where fixation count and fixation duration represented visual attention and engagement, which were triangulated with a questionnaire survey. The study found a partially significant difference in visual attention due to different sequences of product promotion by the content creator, but an insignificant impact on brand awareness. The findings suggest that product placement at the beginning of the video drew more attention to the brand name and product name than the other two sequences. In particular, the frequency of attention was highest on product placement at the beginning of the video, followed by at the end of the video and in the middle of the video, respectively. Additionally, the heat map showed that the product name and brand name received the most attention among other elements. However, the three different sequences of product placement did not impact the brand awareness of the consumer. The results of this study provide new insights for content creators and advertisers when creating videos with embedded brand promotions. This study explores the impact of different sequences of product placement in a video using eye-tracking technology, allowing us to understand the subconscious behavior of the viewer and how it may impact their buying decision. This experiment will help embedded marketers understand the impact of the sequence of promoting a product/brand in a video on engagement levels, providing a glimpse into the respondent's subconscious mind.

Journal of Computer Science
Volume 19 No. 1, 2023, 99-111

DOI: https://doi.org/10.3844/jcssp.2023.99.111

Submitted On: 11 October 2022 Published On: 7 January 2023

How to Cite: Gahlot, P., Thapa, S. B., Suryavanshi, K., Gandhi, A. & Raman, R. (2023). Effect of Timing Sequence of Brand Promotion in an Online Video-an Eye-Tracking Study. Journal of Computer Science, 19(1), 99-111. https://doi.org/10.3844/jcssp.2023.99.111

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Keywords

  • Online Video
  • Eye-Tracking
  • Product Placement
  • Brand Name
  • Brand Awareness