Technical gazette, Vol. 23 No. 4, 2016.
Original scientific paper
https://doi.org/10.17559/TV-20150727122900
Rich media mobile advertising: comparison of gestures used for navigation through a photo gallery
Robert Sedovšek
orcid.org/0000-0003-2275-2804
; University of Ljubljana, Faculty of Natural Sciences and Engineering, Department of Textiles, Graphic Arts and Design Snežniška 5, 1000 Ljubljana, Slovenia
Matevž Pogačnik
; Laboratory for Telecommunications, Faculty of Electrical Engineering, University of Ljubljana Tržaška cesta 25, 1000 Ljubljana, Slovenia
Aleš Hladnik
orcid.org/0000-0003-2224-2919
; University of Ljubljana, Faculty of Natural Sciences and Engineering, Department of Textiles, Graphic Arts and Design Snežniška 5, 1000 Ljubljana, Slovenia
Abstract
The aim of this paper was to get an insight into user’s preferences over different interactions with mobile ads. In particular, we were interested whether the users prefer swiping or tapping while navigating through a photo gallery. A correlation between the user interface and user engagement (the number of photos viewed) was analysed. A subset of users were also shown a coach notice with an information about how to navigate to examine whether coach notices can improve user experience by reducing usability issues. To answer these questions we developed a tracking system to analyse behaviour of 633 users and performed a survey on 46 people. The results show that swiping is preferable to tapping when navigating through the gallery and that the navigation mode does have an impact on the number of photos viewed. We were also able to show that the presence of a coach notice decreased the number of faulty gestures, but suggested a further work to maximize its potential.
Keywords
photo gallery; rich media mobile advertising; user gestures; user interface
Hrčak ID:
163754
URI
Publication date:
16.8.2016.
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