Advertising Effect of Additional Information in Panoramic View Service on the Online Map

Young June Sah; Duyoung Jeong; Kiseul Suh; Soyon You; Kwan Min Lee

doi:10.1145/1968613.1968727

Advertising Effect of Additional Information in Panoramic View Service on the Online Map

Young June Sah, Duyoung Jeong, Kiseul Suh, Soyon You, Kwan Min Lee

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

Abstract

In this paper, we examined advertising effect of two different types of additional information (i.e., pictogram and text) in panoramic view service on the online map. Several brands were selected from real images used in a panoramic map view service and either pictograms or text boxes were attached to next to signboard of the brands as a way of advertisement for experimental conditions. In the experiment, participants were exposed to the sequences of images with the advertisements and their memory levels and eye movements were measured. The results showed that participants in the pictogram condition recognized more local brands and had more eye fixations on the signboards than participants in the text condition did. On the other hand, the participants in the text condition engaged in the advertisement itself for longer moment but fixated their eye focus on the signboards less frequently than participants in pictogram condition did. These results indicate that pictogram would be appropriate for the form of advertisement in a panoramic view service, where condensed information is provided.

Original language	English
Title of host publication	Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011
Publisher	Association for Computing Machinery
ISBN (Electronic)	9781450305716
DOIs	https://doi.org/10.1145/1968613.1968727
Publication status	Published - Feb 21 2011
Externally published	Yes
Event	5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011 - Seoul, Korea, Republic of Duration: Feb 21 2011 → Feb 23 2011

Publication series

Name	ACM International Conference Proceeding Series

Conference

Conference	5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011
Country/Territory	Korea, Republic of
City	Seoul
Period	2/21/11 → 2/23/11

Bibliographical note

Publisher Copyright:
© 2011 Association for Computing Machinery. All rights reserved.

ASJC Scopus Subject Areas

Human-Computer Interaction
Computer Networks and Communications
Computer Vision and Pattern Recognition
Software

Keywords

additional information
advertisement effect
panoramic view map service

Access to Document

10.1145/1968613.1968727

Cite this

Sah, Y. J., Jeong, D., Suh, K., You, S., & Lee, K. M. (2011). Advertising Effect of Additional Information in Panoramic View Service on the Online Map. In Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011 Article 1968727 (ACM International Conference Proceeding Series). Association for Computing Machinery. https://doi.org/10.1145/1968613.1968727

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abstract = "In this paper, we examined advertising effect of two different types of additional information (i.e., pictogram and text) in panoramic view service on the online map. Several brands were selected from real images used in a panoramic map view service and either pictograms or text boxes were attached to next to signboard of the brands as a way of advertisement for experimental conditions. In the experiment, participants were exposed to the sequences of images with the advertisements and their memory levels and eye movements were measured. The results showed that participants in the pictogram condition recognized more local brands and had more eye fixations on the signboards than participants in the text condition did. On the other hand, the participants in the text condition engaged in the advertisement itself for longer moment but fixated their eye focus on the signboards less frequently than participants in pictogram condition did. These results indicate that pictogram would be appropriate for the form of advertisement in a panoramic view service, where condensed information is provided.",

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author = "Sah, {Young June} and Duyoung Jeong and Kiseul Suh and Soyon You and Lee, {Kwan Min}",

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year = "2011",

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doi = "10.1145/1968613.1968727",

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Sah, YJ, Jeong, D, Suh, K, You, S & Lee, KM 2011, Advertising Effect of Additional Information in Panoramic View Service on the Online Map. in Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011., 1968727, ACM International Conference Proceeding Series, Association for Computing Machinery, 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011, Seoul, Korea, Republic of, 2/21/11. https://doi.org/10.1145/1968613.1968727

Advertising Effect of Additional Information in Panoramic View Service on the Online Map. / Sah, Young June; Jeong, Duyoung; Suh, Kiseul et al.
Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011. Association for Computing Machinery, 2011. 1968727 (ACM International Conference Proceeding Series).

Research output: Chapter in Book/Report/Conference proceeding › Conference contribution

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Sah YJ, Jeong D, Suh K, You S, Lee KM. Advertising Effect of Additional Information in Panoramic View Service on the Online Map. In Proceedings of the 5th International Conference on Ubiquitous Information Management and Communication, ICUIMC 2011. Association for Computing Machinery. 2011. 1968727. (ACM International Conference Proceeding Series). doi: 10.1145/1968613.1968727

Advertising Effect of Additional Information in Panoramic View Service on the Online Map

Abstract

Publication series

Conference

Bibliographical note

ASJC Scopus Subject Areas

Keywords

Access to Document

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