Influence of Native Video Advertisement Duration and Key Elements on Advertising Effectiveness in Mobile Feeds

Table 1

Mean values, standard deviations, and the analysis of variance results concerning the eye movement measure.

		M6	M15	U15	U30	F
PDT	Mean	84.88	88.13	88.84	84.01	3.32	0.02
	SD	12.53	9.66	9.78	12.99
AFT	Mean	239.77	263.75	339.33	268.34	28.60	<0.01
	SD	54.32	49.76	105.09	51.06
FFT	Mean	198.10	207.60	244.13	193.52	2.21	0.087
	SD	132.69	114.36	162.14	123.11

PDT = percentage of dwell time in the area, FFT = first fixation time, and AFT = average fixation time.