Eye-tracking banners

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+ Mihkel Jäätma 4 months ago
Hello Alex. The delta there is simply the delta between how much attention different versions got. In the LEFT verion it was 14% of all attention, on CENTRE version it was 23%. The difference (delta) is 59%. Thanks.
+ Alex Wong 5 months ago
What is delta? How do you derived at delta? I’m a bit confused with Slide 22 where it says Delta 59%? Care to explain. Thanks

So how is this technology and setup actually useful and valuable for businesses? Let’s take a very simple situation - You want to run an online advertising campaign and I want to get as good results for your money as possible. Let’s imagine you want to decide whether to run the campaign on Facebook, LinkedIn or Ebay. So place your bets, we’re just about to find out!  Having full information about the real performance of different media space helps you make more informed and profitable media investments. In our experience it is quite common to find over 10 times productivity differences in terms of how much actual attention one unit of money can buy. Without the use of eye-tracking, you face the fundamental problem that ad impressions statistics from web analytics are only vaguely related with how many people actually get exposed to your marketing message .

In this case study we wanted to choose between the following ads: The AdWords box on LinkedIn welcome page The big display ad on the profile page This tall right-hand display on Facebook friends list The one on Ebay main page And the one on Ebay search page

Now please let me briefly introduce you to the concept of visual value, Visual value is basically a measure of user attention, a snapshot view what exactly people get from your web page or email. It aggregates four main dimensions of visual attention to one number:, which are: how visible is the area, how fast people find it, how long they look there and how engaged are they with the area while looking at it. The stats for the ad positions described on the last slide are given here. You can see big differences in visibility of different ad placements from 86% in Ebay main page to only 19% on its search page. Some ads are noticed quicker than the others and here on the third row you see that the average time peole spent on ads ranged from 0,4 to 2,1 seconds. The last data row shows the engagement coefficients, which, not-surprisingly, are below the average engagement level of the whole page. Variation between ads is still big: from less than 50% to almost 90% level. Overall the visual attention attributed to ad space ranges from 8,3% to only 0,3% of total attention on page - it’s worth a fair bit of money to be aware of such over-20-times difference in people’s attention that the different ad positions receive.

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Maciej Lipiec, User Experience Director at K2 Internet, favorited this 5 months ago
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Eye-tracking banners - Presentation Transcript

200 9 Don’t just think, realeyes.it EYE-TRACKING ONLINE BANNERS
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
- WHICH BANNER
www.realeyes.it ?
- WHICH BANNER
www.realeyes.it
- WHICH BANNER
www.realeyes.it
- WHICH BANNER
www.realeyes.it 103 fixations 86 fixations +22%
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
- BANNER ANALYSIS
www.realeyes.it
- BANNER ANALYSIS
www.realeyes.it
- BANNER ANALYSIS
www.realeyes.it
- BANNER ANALYSIS
www.realeyes.it “ Realeyes data was surprising in that it helped us break down copy within an ad and isolate words that had little or no impact on a consumer. Having empirical data to show how a consumer responds to web content is invaluable to a media planner and design team. ”
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
www.realeyes.it Hello! Please use the following web page to find information about ETF-s Press SPACE bar to conitnue
www.realeyes.it 20 times difference in productivity!!
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
- WHERE TO ADVERTISE?
www.realeyes.it ???
www.realeyes.it WHICH AD SPACE WORKS BEST?
www.realeyes.it VISUAL VALUE How visible is the area How fast people see the area How long people look at the area How engaged are people with the area 20 times difference in productivity!!
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
- PLACEMENT
www.realeyes.it
- PLACEMENT
www.realeyes.it
- PLACEMENT
www.realeyes.it
- PLACEMENT
www.realeyes.it
- WHY BANNERS
www.realeyes.it
- What have clients asked us about banners?
Maximize attention per pound spent
THANK YOU FOR YOUR TIME! http://realeyes.it/