Attentional Behavior of Users on the Move Towards Pervasive Advertising Media

  • Johann Schrammel
  • Elke Mattheiss
  • Susen Döbelt
  • Lucas Paletta
  • Alexander Almer
  • Manfred Tscheligi
Part of the Human-Computer Interaction Series book series (HCIS)


In this chapter we analyze the attention of users on the move towards pervasive advertising media. We report the findings of two multi-sensor eye tracking studies designed to provide a better understanding of the actual attentional behavior of users on the move in different public environments. In the first study 106 participants were equipped with eye tracking technology and asked to use public transportation vehicles equipped with information and advertising screens. In a second study 16 participants were asked to stroll through a shopping street for about 15 min, and during this time different indicators for their behavior and focus of attention (eye tracking, movement and pose tracking) were captured. Motion and pose data was correlated with eye tracking data to identify typical patterns of attention. We report the results of these studies, then discuss the implications of the main findings for pervasive advertising and finally reflect on the used research methodology.


Visual Attention Public Transport Head Orientation Digital Display Advertising Medium 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Springer-Verlag London Limited 2011

Authors and Affiliations

  • Johann Schrammel
    • 1
  • Elke Mattheiss
    • 1
  • Susen Döbelt
    • 1
  • Lucas Paletta
    • 2
  • Alexander Almer
    • 2
  • Manfred Tscheligi
    • 3
  1. 1.CURE Center for Usability Research & EngineeringViennaAustria
  2. 2.JOANNEUM RESEARCH Forschungsgesellschaft mbHGrazAustria
  3. 3.ICT&S, University of SalzburgSalzburgAustria

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