Please look at the following advertisements

PERFORMANCE
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Brand recall (%) 35% 17% 22% 33% 33% 4% 26% 15% 24%
Total view time (s) 6,9 7,0 6,8 7,9 6,5 8,4 7,9 7,6 6,9
Back-tracks (%) 44% 47% 44% 50% 48% 51% 42% 53% 45%
Suggestive attention (%) 7% 10% 4% 7% 9% 7% 4% 8% 4%
Average eye move (pixels) 199 223 227 214 225 198 253 174 261
Average eye fixation (ms) 256 274 259 259 269 269 240 268 235
1 1 -2 1 2 1 -1 1 -4
Brand E designs performs the best
LEGEND OF METRICS
Brand recall Percentage of people remembering seeing the brand after looking at the ads.
Total view time Average time the participant chose to look at the ad before moving on.
Back-tracks Share of sharp changes in the direction the eye gaze, indicating lack of interest and unmet expectations.
Suggestive attention Share of eye fixations longer than 500ms, describing the amount of highly focused attention received.
Average eye move Average distance of a single eye movement.
Average eye fixation The average duration of a single eye fixation across the whole advertisement.

VISUAL ATTENTION
The heatmaps below show visual attention of all participants (n = 46) for the 5 first seconds on the advertisement

VISUAL VALUE
Visual value of the area comprises of four elements: its visibility, how fast it is noticed, how long it is looked at and how engaged people are when looking at it.

ALLOCATION OF VISUAL ATTENTION
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%
Brand A 24% 39% 37% 1%
0%
Brand B 22% 52% 15% 9% 3%
Brand C 9% 40% 37% 11% 3%
Brand D 7% 28% 48% 17% 1%
Brand E 6% 57% 21% 13% 2%
Brand F 5% 40% 39% 12% 4%
Brand G 5% 48% 42% 4% 1%
Brand H 4% 51% 35% 8% 1%
Brand I 4% 61% 22% 11% 2%
Logo Graphics Headline Copy Other

BRAND RECALL
40%
35%
35%
33% 33%
30%
26%
25% 24%
22%
20%
20%
17%
15%
10%
5% 4%
0%
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Brand recall Finance average Overall average
TOTAL VIEW TIME (s)
10
9
8,4
8,2
8 7,9 7,9
7,6
7,0 6,9 6,9
7
6,5
6
5
4
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Total view time Finance average Overall average

SUGGESTIVE ATTENTION
12%
10%
10%
9%
8%
8%
7% 7% 7%
6%
6%
4% 4%
4%
2%
0%
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Highly focused attention Finance average Overall average
AVERAGE FIXATION LENGTH (ms)
300
280
274
269 269 268
259 259
260 256
247
240
235
220
200
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Average fixation Finance average Overall average

VISUAL VALUE OF LOGO
30%
26%
25% 24%
22%
20%
15%
10% 9%
7%
6%
5%
5% 5%
4%
0%
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Visual value of logos Finance average Overall average
CATCHINESS OF LOGOS
5
4,0
4 3,8
3,6
3
2,5 2,5
2,1 2,1
2
1,2
1,1
1
0
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Catchiness of logos Finance average Overall average

.
EYE MILES
3
2,7
2,5
2,3
2,1
2,0
2
1,8 1,9
1,6 1,6
1
0
Brand A Brand B Brand C Brand D Brand E Brand F Brand G Brand H Brand I
Eye miles Finance average Overall average
LEGEND OF METRICS (CONTINUED)
Eye miles Shows the distance a person’s eye travelled in total over the media.
Unit of measure is a diagonal of the screen: in this test the resolution was set at 1920x1200 pixels,
meaning one eye mile equals about 2250 pixels.
Shorter eye miles indicate that people find interesting content with less effort
Catchiness Catchiness measures how much attention the design element receives compared to its physical size.
It is measured against the total media average (always 1).
Higher catchiness means the visual element performs well in capturing people’s attention.

STUDY DETAILS
TEST DESIGN
⇒ Video sample of the test can be downloaded on the following link (please pre-download before play):
⇒ Eye gaze data was collected for as long as each participant chose to look at the ad.
⇒ Testing took place on a 24 inch screen at screen resolution of 1920 x 1200 pixels.
⇒ Eye movements were recorded with Tobii XL eyetracker and Tobii Studio software.
PARTICIPANT DEMOGRAPHICS
Gender
Male: 70% Female: 30%
Age
Over 30 24 60%
Under 30 16 40% Do you read the Economist?
Do you read the Economist?
YES 46 100%
YES : 100% NO: 0%
NO 0 0%
Gender
Male 32 70%
Female 14 30% Age
TOTAL PARTICIPANTS 46
Over 30: 60% Under 30: 40%
0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%