The nature of e-commerce prevents the perception of the intrinsic and sensory attributes of wine. In the virtual environment, visual cues allow consumers to perceive the product, determine their attitude and form a preference. Users will choose one product or another based on the visual appeal of the advertisements they have seen. Wine marketers must consider the importance of the advertisement elements and attract the consumer’s attention. Optimizing the elements included in these messages can help capture consumers’ attention and achieve a higher click-through rate on the ads. The main objective of this work is to analyse the awareness that different advertisements achieve. Specifically, we use a 2 × 2 × 2 experimental design where we manipulate the packaging format (single bottle vs. pack), labelling (bottle without label vs. labelled bottle) for wine ads (white and red). To analyse attention, we used an eye-tracking methodology. The main results suggest that attention is captured more quickly with an individual bottle without a label than with a particular bottle with a label in Google ads. However, ads showing packs of bottles with labels get more attention than ads using packs of bottles without labels.

中文翻译：

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你看清楚吗？包装和标签格式对Google Ads的影响

电子商务的本质阻止了人们对葡萄酒的内在和感官属性的感知。在虚拟环境中，视觉提示使消费者能够感知产品，确定其态度并形成偏好。用户将根据所看到广告的视觉吸引力来选择一种或另一种产品。葡萄酒营销人员必须考虑广告元素的重要性，并吸引消费者的注意力。优化这些消息中包含的元素可以帮助吸引消费者的注意力，并获得更高的广告点击率。这项工作的主要目的是分析不同广告获得的认识。具体来说，我们使用2×2×2的实验设计，其中我们操纵包装格式（单瓶vs.包装），贴标签（无标签的瓶子vs.包装）。标记为瓶）的葡萄酒广告（白色和红色）。为了分析注意力，我们使用了眼动追踪方法。主要结果表明，在Google广告中，没有标签的单个瓶子比带有标签的特定瓶子能更快地吸引注意力。但是，展示带有标签的瓶子的广告比使用没有标签的瓶子的广告更引人注目。