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Using Eye Tracking to Improve Ad Effectiveness

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Fors Marsh Group's Jon Strohl, senior researcher, shows how advertisers and marketers can use eye-tracking technology to improve advertisements across mediums and to inform business and creative decisions.

Published in: Marketing
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Using Eye Tracking to Improve Ad Effectiveness

  1. 1. Eye Tracking and Advertising Evaluation: In the Lab Ad Week DC October 5, 2017
  2. 2. Outline: 1. Eye Tracking Foundations 2. The Ad Viewability Challenge 3. Social Media Ad Exposure Study 4. Recommendations
  3. 3. Consumer Data SATISFACTION & DIFFICULTY RATINGS MODERATOR FOLLOW-UP VERBAL RESPONSES REAL-TIME +/- DIAL TIME ON PAGE/ TASK REACTION TIME SELECTION/ CLICK BEHAVIOR SUCCESS/ FAIL RATE CONVERSION RATE ELECTRODERMAL ACTIVITY (EDA) FACIAL EXPRESSION ANALYSIS EYE MOVEMENTS OBSERVATIONALSELF REPORT IMPLICITIMPLICIT ASSOCIATIONS BEHAVIORAL ANALYSIS PUPIL DILATATION
  4. 4. 4 *Bojko, Aga (2013). Eye tracking the user experience: A practical guide to research. Brooklyn, New York: Rosenfeld Media. SHOULD WE INCLUDE EYE TRACKING?
  5. 5. 5 EYE TRACKING OVERVIEW
  6. 6. 6 EYE TRACKING VIDEO
  7. 7. 7 Gaze plot visualization of one participant. GAZE PLOT
  8. 8. 8 Heat map visualization of multiple participants. HEAT MAP
  9. 9. 9 ENGAGEMENT Number of fixations Total dwell time Percentage of time on an area FINDABILITY Time to first fixation Number of fixations prior to first fixation PROCESSING Fixation durations WORKLOAD/EXCITEM ENT Pupil dilation PROCESSING ORDER Gaze path COMPREHENSIO N Repeat fixations QUANTITATIVE METRICS
  10. 10. 10 VIEWABLE VS. SEEN Heat map of participants who were asked to learn more about careers. Gaze plot of a participant who was asked to read the news story.
  11. 11. 11 THE VIEWABILITY CHALLENGE *Google and DoubleClick display advertising platforms data, July 2014. Retrieved from https://think.storage.googleapis.com/docs/the-importance-of-being-seen_study.pdf
  12. 12. 12 AD EXPOSURE STUDY: METHOD Research Question: How well are advertisements on social media feeds noticed and remembered?
  13. 13. 13 AD EXPOSURE STUDY: MEASURES Dependent Measures: 1. Unaided recall 2. Aided product category recall 3. Aided brand recall 4. Ad recognition 5. Fixation count 6. Fixation duration
  14. 14. 14 AD EXPOSURE STUDY: FINDING 1 Participants were able to recall (aided and unaided) and recognize at least some ads across social media platforms.
  15. 15. 15 AD EXPOSURE STUDY: FINDING 2 Participants that were shown ads at slower exposure speeds (.5s) were able to recognize more ads and recall more ad product categories compared to those viewing ads at faster exposure speeds (.25s).
  16. 16. 16 AD EXPOSURE STUDY: FINDING 3 Participants had a higher number of fixations and longer fixation durations on an ad when viewing ads at slower exposure speeds.
  17. 17. 17 AD EXPOSURE STUDY: FINDING 4 An increase in raw fixations on an ad was positively associated with an increase in the likelihood of recalling and recognizing the ad.
  18. 18. 18 AD EXPOSURE STUDY: RECOMMENDATIONS
  19. 19. 19 RECOMMENDATIONS FOR TODAY Place ads just above the fold *Five factors of display viewability. December, 2014. Retrieved from https://www.thinkwithgoogle.com/marketing-resources/data-measurement/5-factors-of-
  20. 20. 20 RECOMMENDATIONS FOR TODAY Prioritize vertical ads *Five factors of display viewability. December, 2014. Retrieved from https://www.thinkwithgoogle.com/marketing-resources/data-measurement/5-factors-of-
  21. 21. 21 RECOMMENDATIONS FOR TODAY Purchase ad space with less clutter
  22. 22. 22 RECOMMENDATIONS FOR TODAY Publish on pages with more engagement *Five factors of display viewability, December, 2014. Retrieved from https://www.thinkwithgoogle.com/marketing-resources/data-measurement/5-factors-of-
  23. 23. 23 RECOMMENDATIONS FOR TOMORROW Build research into your process! Target Audience Insights Gathering Strategic Concept Creative Concept Final
  24. 24. 24 READINGS
  25. 25. Website www.forsmarshgroup.com LinkedIn http://www.linkedin.com/company/fors-marsh-group Blog www.forsmarshgroup.com/index.php/blog Twitter @forsmarshgroup

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