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The dynamic effects of visual complexity and scene cuts on viewer attention

Wals, Sammy, Grewal, Dhruv, Wilms, Ines, Hilken, Tim, Briassouli, Alexia, Wetzels, Martin·2026·Journal of the Academy of Marketing Science
DOI 10.1007/s11747-025-01137-x
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Abstract

This research examines the dynamic effects of video advertising features on viewers’ attentional focus. We leverage state-of-the-art computer vision techniques to extract frame-level measures of visual complexity and scene cuts, and we combine these with eye-tracking data that capture attention via moment-to-moment attentional synchrony across viewers. Our findings indicate that short and visually simple scenes elicit higher levels of attentional synchrony. A time-series analysis of 2,520 individual viewing experiences across 42 public service announcements, reveals that visual complexity exerts a delayed, negative effect on attentional synchrony, whereas scene cuts (i.e., shorter scene durations) boost attention. Together, these results demonstrate that short and simple scenes help sustain attentional focus, which subsequently enhances narrative immersion, ad liking, and recognition. Our new analytical framework illustrates how computer vision, time-series modeling, and neuromarketing measures can be effectively integrated to advance video advertising research, while also offering actionable guidance for marketers to optimize viewer attention.

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Metadata

Authors
Wals, S., Grewal, D., Wilms, I., Hilken, T., Briassouli, A., & Wetzels, M.
Venue
Journal of the Academy of Marketing Science
Publisher
Springer Science and Business Media LLC
Published
2026-03-26
Volume
54
Issue
2
Pages
596-617
ISSN
  • 0092-0703
  • 1552-7824
DOI
10.1007/s11747-025-01137-x
Cited by
2
References
5
Language
en
Licence
Funders
RWTH Aachen University

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