Strategic Placement of Branding Elements in Digital Marketing: Insights from Eye-Tracking Data

Mohamed Basel Almourad, Emad Bataineh, Mohammed Hussein, Zelal Wattar

2025

Abstract

In today's media landscape, where consumers are overloaded with information and have shorter attention spans, digital marketers face significant difficulty in grabbing and holding customers' attention. This research examines how visual attention affects the processing of advertising stimuli. It does this by using eye-tracking technology to determine where branding components should be placed in digital ads to maximize processing efficiency and perceptual salience. The research shows that placing branding features strategically in the top central part of the advertisement can greatly increase visual attention and subsequent recall by analyzing fixation patterns and saccadic behavior. This result is consistent with well-known theories of visual attention, such as the zoom lens model, which holds that processing and memory can be enhanced by focused visual attention. The findings of the study provide marketers with important information on how to maximize the impact of their advertising campaigns by using the principles of visual attention to convey clear, powerful messages in a media landscape that is changing quickly.

Paper Citation

in Harvard Style

Almourad M., Bataineh E., Hussein M. and Wattar Z. (2025). Strategic Placement of Branding Elements in Digital Marketing: Insights from Eye-Tracking Data. In Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS; ISBN 978-989-758-749-8, SciTePress, pages 417-423. DOI: 10.5220/0013281500003929

in Bibtex Style

@conference{iceis25,
author={Mohamed Almourad and Emad Bataineh and Mohammed Hussein and Zelal Wattar},
title={Strategic Placement of Branding Elements in Digital Marketing: Insights from Eye-Tracking Data},
booktitle={Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS},
year={2025},
pages={417-423},
publisher={SciTePress},
organization={INSTICC},
doi={10.5220/0013281500003929},
isbn={978-989-758-749-8},
}

in EndNote Style

TY - CONF

JO - Proceedings of the 27th International Conference on Enterprise Information Systems - Volume 2: ICEIS
TI - Strategic Placement of Branding Elements in Digital Marketing: Insights from Eye-Tracking Data
SN - 978-989-758-749-8
AU - Almourad M.
AU - Bataineh E.
AU - Hussein M.
AU - Wattar Z.
PY - 2025
SP - 417
EP - 423
DO - 10.5220/0013281500003929
PB - SciTePress