## 5 Discussion  
The goal of this study was to determine whether adding an illustration in digital ads that promote anti-alcohol and anti-smoking behavior can make the ads more attention grabbing. Thus, we compared the viewers' eye-tracking data for the ads with an illustration and those with text only. The main finding was that the inclusion of the illustration in the ads had a beneficial influence on the variables that measured how long the ads maintain the participants' attention for. This confirms hypothesis H2 and suggests that adding pictorial content to health-related advertising has the potential to hold the youth's focus in a digital environment. This is not surprising since it is reasonable to expect that the visual richness of an ad maintains longer visual attention [49]. The result is consistent with prior research [32], which demonstrated the effect of ad content on participants' perception and showed that a higher level of attention was recorded among the participants exposed to pictorial ads than those exposed to text ads. This is also in line with the results reported \begin{table}
\begin{tabular}{c c c c c c c} \hline \hline
**Ad Topic** & **Statistic** & **TFF** & **FB** & **TFD** & **FC** & **TVD** \\ \hline Alcohol & Mean (SD) & 4.03 (0.45) & 9.71 (1.21) & 1.20 (0.15) & 5.43 (0.61) & 1.35 (0.17) \\ Smoking & Mean (SD) & 3.98 (0.44) & 7.68 (0.82) & 1.21 (0.16) & 5.28 (0.63) & 1.41 (0.18) \\ \hline
**ANOVA results** & F-value & 0.12 & 2.14 & 1.74 & 0.43 & 0.72 \\  & \(p\)-value & 0.91 & 0.15 & 0.19 & 0.084 & 0.79 \\ \hline \hline \end{tabular}
\end{table} 
Table 1: Descriptive statistics and comparisons between two ad topics for all dependent variables (note: area of interest was the illustration). Figure 4: Participant distribution across conditions based on whether they noticed the digital ad; (a) ad topic as factor; (b) ad content as factor. by [PERSON] et al. [33], who found that an ad with an image and text was more effective at attracting participants' attention than an ad with text only. This could be of particular importance for the effectiveness of public health promotions, which should not only be easily noticed by young people but also remembered well. As reported in a study on banner advertisement exposure [50], a longer duration of fixation on an ad can lead to better memory performance. Thus, our results contribute to a more general perspective provided by prior works [51] that showed that presentation style in ads can greatly influence whether the message will be seen and remembered. High values for two measures recorded on illustrated ads in our study (i.e., TFD and FC) could also be considered as an indicator of the ad's visual interest. According to findings of earlier studies in advertising, total fixation time can be a significant predictor of ad clicking [41], and longer fixations are also associated with an increased depth of ad processing [23]. Additionally, more fixations correlate with high memory [52; 53]. Taken together, these results suggest that illustrations in digital ads can assist marketing practitioners in developing a digital ad that is more noticeable and, consequently, more memorable. Still, this does not necessarily apply to all formats of advertising, such as television commercials. A neuroscience-based research study on online advertising [54] showed that television commercials that had a longer visit duration were less recalled. Since our results refer to a static digital ad (as well as to a static webpage), this suggests that the level of content dynamics likely influences attention and recall performances. Therefore, using an illustration for improving the attention-grabbing properties of an ad does not guarantee good memorability for all types of advertising. Additionally, we made an analysis of the ads' noticeability on a more general level, in which we compared the frequency of the people who detected the ad and those who did not. More participants noticed the ads with text and an illustration than the ads with no illustration, which supports hypothesis H3.