Abstract
ABSTRACT The current authors9 research addressed the importance of a billboard9s location and visual saliency in capturing consumer attention. Visual saliency refers to an advertisement9s ability to stand out and attract attention because of its use of color, shading, and compositional design. Building on data from an existing eye-tracking study from the Traffic Audit Bureau for Media Measurement, Inc. (TAB, renamed Geopath in September 2016), the authors found that visual salience has some, but limited, influence on drivers9 attention to billboard advertising. Rather, a billboard9s location contributed more to the understanding of the distribution of attention in complex environments like roadside advertising. These billboard attributes explained two-thirds of the observed variance in the author9s models.
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