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Reimagining attention: Boosting advert effect with eye tracking insights

How advertisers are using eye tracking to reframe their understanding of advert attention

Advertising Market research Sticky by beta365网站 Pro Online eye tracking

The state of play

The field of advertising research is at somewhat of an impasse. beta365网址知道两件事……

We know that most potential customers are spending more of their time in front of their mobile devices, but we’re also painfully aware that we’re struggling to engage them across all their different social platforms. With the sheer variety of ad options available to marketers, 从Instagram的故事到LinkedIn的横幅, picking the right format for their content can be the difference between a campaign that flies or falters.

Let’s be honest, the approach until now for analyzing ad effectiveness has been a little rudimentary. beta365网址可以分析广告印象, view time, click through rate, 并得出广泛的结论, we far too easily kid ourselves into believing we have the full picture. Where these metrics fail is in their limited understanding of the nature of attention. Without knowing exactly how various advertisements demand different levels of attention in certain channels, 你最终只能在只有50%的画面的情况下做决定. 这是百分百走错方向的好方法!

 

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Breaking the mold

P&G想进一步探索这个想法, and so brought in data consultancy Dentsu Data Labs at the media network Dentsu to help prepare them with a more effective awareness campaign. 他们还决定使用beta365网站 Pro, to help them get beyond the guesswork and find out how their content was authentically being received. For Dentsu’s study, the tool that worked best for them was Sticky by beta365网站 Pro since it allowed them to conduct their own bespoke experiment on their user’s personal devices. Sticky helped them to set up a mock-up flow for a popular photo sharing app, meaning that participants could interact with adverts in real time on their own devices while having their attention tracked.

The results of the study helped to reframe their mobile advertising priorities. P&G发现用户停留在广告上的时间, 或者视频播放的时间, 不等于他们关注什么. 当考虑眼睛的运动时, the areas of focus, 注意力的旅程, it becomes clear that the actions of the device alone do not paint the full picture. For example, certain video ads demanded the lion share of attention when measured by time viewable, but Sticky showed that the users themselves only physically viewed a small portion of the ad’s total length. 那么,这个广告真的发挥作用了吗?

Dentsu and P&G’s study with Sticky exposed something fundamentally unstable about the way in which we leverage advertising insights. If we don’t fully understand the myriad ways attention can be dispersed across a digital format, then we will continue to use the wrong instruments with which to measure it. Their research has made it clear that ads on social platforms can perform well, which is good news. But now Dentsu are primed to design their next advertising campaign with P&G equipped with knowledge about the ad formats that justify higher bids, and those ads that seem effective yet regularly come in under par. Their creative team also got a rare inside look at how they can better design their content to grab attention and hold it for longer.

Where do we go from here?

Eye tracking has entered the fold at a crucial time for the advertising industry, and the potential applications of software like Sticky by beta365网站 Pro are exciting researchers. 能够委托你自己的定制研究,像P&G means you can visualize the effects of your advertisements in controlled settings, 让你在竞争中领先一步.

随着注意力越来越成为一种商品, companies that understand how to read and capture it are going to start lapping those who don’t. At this pivotal moment in the field of advertising research, reliable attention data is making the difference between incisive and focused advertising campaigns, 而竞选只是撒一张大网.

It’s time for us to evolve our concept of what consumer attention means, and in doing so, we’ll better understand how our content is truly being received in the real-world. When it comes to customer insights, it doesn’t get much better than that.