EXAMINATION OF THE EFFECTIVENESS OF ADVERTISING CONTENT DESIGN ON AN INTERACTIVE PROTOTYPE OF A MOBILE APPLICATION

Abstract

This paper examines how users react to advertisements displayed in mobile applications and which of the two types of advertisements (native or banner) has greater visibility and efficiency in mobile advertising. Data collected using the eye-tracking methodology provided a more detailed insight into user behavior when using a mobile application in which advertisements were placed. Furthermore, eye-tracking scanning patterns and the responses of subjects collected by the survey reveal that native ads are a more effective solution for ad placement that does not negatively affect the user experience.