온라인 동영상 플랫폼에서 개인화 광고의 효과 및 시각적 주의 연구 : 개인정보 표기와 콘텐츠 선호도를 중심으로

This study examines the influence of personalization types on attitude, visual attention, and recall in the context of pre-roll in-stream advertising on online video platform. For this purpose, we classified personalization methods into two types. The first type is to expose explicitly personal information of online user, and the second type is to reflect the preference of the content that users want to watch. In order to collect data, we measured attitude(to the advertising and brand), visual attention, and recall. Results show that when presenting online users’personal information(e.g. name) with the ad, than not presenting personal information, there is faster visual attention. But, there are no differences in attitudes or other visual attention patterns. However, in the context of presenting ads similar to content that individuals want to watch, when preferences to that content are high condition than low, not only attitudes(to the advertising, product, and brand) are higher, but also average fixation time that influences recall are higher. Based on this, we would like to discuss the effectiveness of personalized advertising.