A STUDY ON EYE-TRACKING IN DIGITAL ADVERTISEMENTS

This paper explores the integration of eye-tracking technology in digital advertising, revealing how visual stimuli affect user engagement, attention span, and ad effectiveness.Through statistical and empirical analysis, the study examines attention-grabbing elements in online advertisements and assesses how consumers interact with digital content on platforms like social media.Findings indicate that logos, headlines, and animated visuals significantly affect user attention, and a majority of participants affirm the importance of eyetracking in optimizing advertisement design.This study provides a valuable reference for marketers aiming to enhance viewer engagement through datadriven strategies.