Attention to eSports advertisement : effects of ad animation and in-game dynamics on viewers’ visual attention

• Main Authors: Seo, Young-Nam, Kim, Minkyung, Lee, Doohwang, Jung, Younbo
• Other Authors: Wee Kim Wee School of Communication and Information
• Format: Article
• Language: English
• Published: 2020
• Subjects: Social sciences::Communication; Esports; Virtual Advertisements
• Online Access: https://hdl.handle.net/10356/138991
• Institution: Nanyang Technological University

ESports refers to professional video gaming that is typically broadcasted with a live commentary on TV or the Internet. Despite the rapid growth of eSports industry and its potential for a valuable advertising platform, there has not been much discussion about effective advertising strategies for th...