With the development of digital media technology, interactive online advertising has gradually become an emerging form of marketing. By integrating elements such as image, sound, and video, interactive advertisements can attract users’ attention and deliver information more efficiently. This study explores the application of affective computing and AI interaction in digital media advertisements and its impact on user response. By constructing an interaction framework centered on user emotion, the role of emotional interaction in enhancing the effect of advertisements is analyzed. In the experiment, the eye movement data of 62 subjects were tracked using an eyetracker while watching six advertisement videos, and the pop-up and comment data were emotionally analyzed in combination with an emotion lexicon. The results showed that the ad background had a significant effect on the ad effect, with longer first gaze time, yet shorter gaze duration (722ms vs. 467ms) for ads with high contrast backgrounds. In addition, ad position also had a significant effect on ad effectiveness, with ads located in the lower part of the room having a higher probability of being viewed. The study suggests that emotional computing and interactive design can effectively enhance the attractiveness of advertisements and stimulate stronger emotional resonance among users to promote brand communication.
