Analisis Efektivitas Iklan Statis Dan Dinamis Pada Media Promosi Out-Of-Home Yang Bergerak Dengan Menggunakan Metode Eye Tracking

Ginting, Lilan Lestari Br (2026) Analisis Efektivitas Iklan Statis Dan Dinamis Pada Media Promosi Out-Of-Home Yang Bergerak Dengan Menggunakan Metode Eye Tracking. Other thesis, Institut Teknologi Sepuluh Nopember.

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Abstract

Industri periklanan Out-of-Home (OOH) di Indonesia terus berkembang dengan transformasi dari format statis ke format dinamis bergerak. Di tengah fenomena lonjakan informasi, perhatian konsumen menjadi sumber daya yang langka sehingga efektivitas iklan perlu diuji secara objektif. Penelitian ini menggunakan pendekatan kombinasi objektif dan subjektif terhadap 25 responden dalam setting laboratorium terkontrol, dengan 12 stimulus iklan berformat statis/dinamis dan berwarna/hitam putih yang ditayangkan dalam simulasi lalu lintas 3D. Data objektif diperoleh melalui eye tracking dengan metrik TTFF, TVD, FD, dan SL, sedangkan data subjektif mengukur ingatan, sikap terhadap iklan(minat), dan sikap terhadap merek. Hasil menunjukkan iklan dinamis secara konsisten dibandingkan statis, terutama pada elemen berwarna, dengan TTFF lebih rendah dan TVD lebih tinggi. Warna berpengaruh signifikan pada elemen brand baik format statis (p=0,037) maupun dinamis (p=0,003). Meskipun TVD iklan hitam putih secara deskriptif lebih tinggi, hal ini mencerminkan kesulitan pemrosesan bukan ketertarikan, dikonfirmasi data subjektif dengan rata-rata berwarna (3,855) lebih tinggi dari hitam putih (2,591). Elemen produk secara konsisten mendominasi perhatian visual tertinggi (TVD rata-rata 4,133 detik) di seluruh kondisi iklan. Berdasarkan temuan ini, desain iklan OOH bergerak yang direkomendasikan mengintegrasikan gerakan visual, warna kontras pada brand, serta menempatkan brand dan produk sebagai fokus utama iklan.
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The Out-of-Home (OOH) advertising industry in Indonesia continues to evolve through the transformation from static to dynamic moving formats. Amid the phenomenon of information overload, consumer attention has become a scarce resource, making the effectiveness of advertisements increasingly important to evaluate objectively. This study employed a combination of objective and subjective approaches involving 25 respondents in a controlled laboratory setting, using 12 advertising stimuli in static/dynamic and color/black-and-white formats presented within a 3D traffic simulation. Objective data were collected using eye tracking through the metrics of Time to First Fixation (TTFF), Total Visit Duration (TVD), Fixation Duration (FD), and Scanpath Length (SL), while subjective data measured memory, attitude toward the advertisement (interest), and attitude toward the brand. The results show that dynamic advertisements consistently outperform static advertisements, particularly in color conditions, as indicated by lower TTFF and higher TVD values. Color has a significant effect on the brand element in both static (p = 0.037) and dynamic (p = 0.003) formats. Although black-and-white advertisements exhibit descriptively higher TVD values, this finding reflects processing difficulty rather than greater interest, as confirmed by subjective data showing a higher average score for color advertisements (3.855) compared to black-and-white advertisements (2.591). The product element consistently attracts the highest visual attention across all advertising conditions, with an average TVD of 4.133 seconds. Based on these findings, recommended moving OOH advertisement designs should integrate visual motion, use contrasting colors on the brand element, and position the brand and product as the primary focal points of the advertisement.

Item Type:	Thesis (Other)
Uncontrolled Keywords:	Out-of-Home Advertising, Eye Tracking, Atensi Visual, Iklan Dinamis, Iklan Statis, Efektivitas Periklanan, Out-of-Home Advertising, Eye Tracking, Visual Attention, Dynamic Advertising, Static Advertising, Advertising Effectiveness
Subjects:	H Social Sciences > HF Commerce > HF5410 Marketing. Distribution of products H Social Sciences > HF Commerce > HF5415.127 Market segmentation. Target marketing H Social Sciences > HF Commerce > HF5415.15 Branding (Marketing) H Social Sciences > HF Commerce > HF5415.32 Consumers' preferences H Social Sciences > HF Commerce > HF5548.34 Mobile commerce. T Technology > TR Photography > TR897.5 Animation (Cinematography)
Divisions:	Faculty of Industrial Technology and Systems Engineering (INDSYS) > Industrial Engineering > 26201-(S1) Undergraduate Thesis
Depositing User:	Lilan Lestari Br Ginting
Date Deposited:	31 Jul 2026 06:16
Last Modified:	31 Jul 2026 07:15
URI:	http://repository.its.ac.id/id/eprint/140378

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