The eyes don’t lie. That’s the takeaway from the ADWKDC eye-tracking workshop on advertising effectiveness led by Fors Marsh Group and Tobii Pro.
Audience members learned about the myriad eye-tracking elements that can show how a viewer is paying attention to ads. These reflect where a subject’s eyes look (via gaze plots and heat maps) as well as pupil dilation and other facial coding that reveals emotional data.
Jon Strohl of Fors Marsh Group began by showing us an experiment that challenged the current ad standard. Right now, the standard is that any online ad is “not viewable” unless at least half of the ad is seen for one second. In the experiment, ads were seen for ½ of a second and ¼ of a second and the viewer responses were recorded. This deep dive into ad recall resulted in five recommendations:
- Place ads just above the “fold” (in the scan path)
- Prioritize vertical ads
- Buy ad space with less clutter
- Publish on pages that have more viewer engagement
- Build research into your process
Next, Michelle Faraj of Tobii Pro – North America presented two field evaluations: one of a driver looking at outdoor ads and another of television viewing habits when the viewer has a second screen. The result of the television evaluation: “The commercial has lost sway in the new living room, but ads placed in high-visibility locations within companion apps offer a promising alternate route to the eye of the consumer.”
Her presentation also showed the variety of eye-tracking equipment from webcams to glasses to VR headsets. Audience members then had hands-on training with each of these fascinating eye-tracking methods.
We left the workshop with new ideas about how to make our future campaigns more effective. Many thanks to the presenters and their teams for making the workshop so rewarding.
Zohar Rom edits this blog and is a writer and project manager. He drives brand success for clients and adores new challenges. Zohar is also a filmmaker; he earned the first-ever Best In Show at the Cable Advertising Awards and is directing Entitlement, a short film set in a future where sexual choices have new limits.