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Sis mon 1030 jeff bander

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Sis mon 1030 jeff bander

  1. 1. LOOKING CONSUMERS IN THE EYES PRESENTED BY: JEFF BANDER PRESIDENT OF AMERICAS GENERAL MANAGER EYETRACKSHOP
  2. 2. THE HISTORY OF EYE TRACKING Used since the 1800’s Founded in 2001 - Tobii Technology is the gold standard in eye tracking technology In 2009 online eye tracking was invented, using only your webcam
  3. 3. THE HISTORY OF EYE TRACKING - USES Eye tracking has many uses including:  Communication assistive technology  Gaze control computers  Gaze interactive games  Advertising/marketing usability  Market research
  4. 4. SOCIAL MEDIA WEBSITES AS A TOOL Website Users Global Reach Facebook.com 850M+ 130+ countries Twitter.com 200M+ 20+ Languages Linkedin.com 150M+ 200+ countries Social Media Sites reach 80% of 245M internet users in the USA HUGE POTENTIAL EXTREMELY COMPETITIVE 56% of consumers claimed to be more likely to recommend a brand to a friend AFTER becoming a fan on Facebook (Mashable) 65%+ of adult internet users claim to use a social media website
  5. 5. CONVERSIONS VS. BRANDING Most branding dollars are being spent on television Critical success factors:  If you’re not getting click-thrus, you want to make sure they see you  If they don’t see you they can’t act! Example: Facebook brand pages  Top social media site for ad revenue!
  6. 6. TOP LEVEL LEARNINGSOverall, the Visual Attention Pattern seen in the heat maps is distinct, quite similar across the four test groups and shows high visibility forthe top left ad format… • The Visual Attention Pattern shows clearly that participants’ attention is concentrated to the left and high on the page • The pattern also clearly shows that participants scan the whole page (left to right) high on the page: • The lower on the page they get, the more the gaze is drawn to the left-hand side/ center of the page a) b) c) d) High visibility Medium visibility Low visibility • This pattern obviously, have effect on different ad’s chance to be seen: • The ad format high on the screen (marked green in c) above) is seen by almost everyone (95 %). The format on the right almost by none (9 %) • The top format is also seen quicker and dwell time is longer …and the high visibility creates higher recall values • The higher visibility also creates stronger recall values • In all recall questions the cell with the stimuli top left which has the highest visibility also by far has the highest recall values  The results from this study shows clear differences between different ad placements. The top left ad format is greatly outperforming the other formats measured.  The study also reveals a visual pattern which can predict where an ad has high visibility, i.e. high and to the left. It also shows how the added visibility also adds in recall and understanding
  7. 7. NEILSEN /CADBURY – METHODDo you recall seeing thispromotion on the websiteyou have just browsed? Stimuli 1 Stimuli 2 Stimuli 3 Stimuli 4 85% 78% 73% 65% Yes 35% 22% 27% 15% No
  8. 8. ADVERTISING STATISTICSSEEN AD 95 % 9% 25 % 17 %TIME ON AD 3s 0.5 s 0.5 s 1.5 sTIME TO FIRST FIXATION 1s 8s 2.5 s 3.5 s
  9. 9. AD RECALLWhich of the following images, if any, do you recallseeing on the website you have just browsed? A small box of chocolate fingers A brown (white cell 3) background with two multipacks of chocolate and a price promotion A white background with two Stimuli 1 Stimuli 2 Stimuli 3 Stimuli 4 packs of cheese and a price promotion 67% A pink background with two 50% 46% bottles of cordial and an offer 31% 29% 29% None of the above 18% 23% 17% 14% 14% 16% 13% 17% 7% 6% 7% 6% 7% 8%
  10. 10. FACEBOOK BRAND PAGESIn general…  The wall attracts the most attention…make it count!  Tagged pictures attract more attention than profile pictures High Visibility  Not very many people see what Medium Visibility you “like” as a brand Low Visibility
  11. 11. MCDONALDS – HEAT MAPS Main branding is lost Wall elements have greatest visibility
  12. 12. MCDONALDS - VISIBILITY 45%  Wall Provides most 66% opportunity for effective branding45%  Effective use of tagged images can increase brand exposure and visibility 100%66%
  13. 13. COCA COLA 47% 83% 57% 93% 60%
  14. 14. RED BULL 53% 90% 83% 100% 87%
  15. 15. STARBUCKS 53% 80% 77% 53% 97%
  16. 16. VICTORIA’S SECRET 87% 40% 87% 93% 47%
  17. 17. SOCIAL MEDIA ROI“The correlation between stated intent and actual behavior is usually low and negative.” ~ Gerald Zaltman, Author of How Customers Think One third of all social media ad revenue is from Facebook, is your company on it? Check out the visibility of some of the top social media sites…
  18. 18. FACEBOOK – HEAT MAPS …PROFILE PICTURES MATTER
  19. 19. FACEBOOK VD: 0.5 s 4 37 % TTFF: 2.2 s VD: 1.9 s 80 % TTFF: 3.1 s 3VD: 1.9 s VD: 4.3 s 87 % 93 %TTFF: 1.5 TTFF: 0.2 s 2 1
  20. 20. GOOGLE+ – HEAT MAPS …WHO YOU KNOW GETS NOTICED
  21. 21. GOOGLE+ – VIEWING PATTERNS 3 VD: 0.5 s 33 % TTFF: 4.2 s VD: 1.5 s VD: 5.9 s 2 1 93 % 93 % TTFF: 1.2 s TTFF: 0.2 s
  22. 22. TWITTER – HEAT MAPS …GREAT BACKGROUND & LAST TWEET
  23. 23. TWITTER – VIEWING PATTERNS VD: 0.5 s 3 20 % TTFF: 2.1 s VD: 1.1 s 4 77 % TTFF: 3.3 s VD: 1.7 s VD: 3.1 s 93 % 93 %2 1 TTFF: 1.1 s TTFF: 0.2 s
  24. 24. FLICKR – HEAT MAPS …ROCK THE IMAGES!
  25. 25. FLICKR – VIEWING PATTERNS VD: 1.1 s 2 67 % TTFF: 1.5 s VD: 6.2 s 1 97 % TTFF: 0.7 s
  26. 26. LINKEDIN – HEAT MAPS …JOB TITLE MOST IMPORTANT
  27. 27. LINKEDIN – VIEWING PATTERNS 2 VD: 0.8 s 70 % TTFF: 1.8 s 3 VD: 1.5 s 100 % VD: 5.7 s TTFF: 2.8 s 1 100 % TTFF: 0.2 s
  28. 28. PINTEREST – HEAT MAPS …AGAIN, CONTENT ON TOP WINS
  29. 29. PINTEREST – VIEWING PATTERNS VD: 0.8 s 3 63 % TTFF: 1.9 s VD: 6.2 s2 1 VD: 1.3 s 100 % 93 % TTFF: 0.2 s TTFF: 1.7 s Not Not seen seen
  30. 30. STUMBLEUPON – HEAT MAPS …ROCK THE PROFILE PIC!
  31. 31. STUMBLEUPON – VIEWING PATTERNS VD: 1 s 2 70 % TTFF: 2.3 s VD: 1.5 s 3 77 % TTFF: 3.9 s 1 VD: 5.8 s 100 % TTFF: 0.5 s
  32. 32. TUMBLR – HEAT MAPS …SHARE THE PHOTOS & IMAGES
  33. 33. TUMBLR – VIEWING PATTERNS VD: 0.5 s 2 50 % TTFF: 3 s 3 VD: 0.8 s 60 % TTFF: 3.6 s 1 VD: 4.1 s 93 % TTFF: 0.1 s
  34. 34. YOUTUBE – HEAT MAPS …KNOW YOUR KEYWORDS, THEY MATTER
  35. 35. YOUTUBE – VIEWING PATTERNS VD: 0.5 s 2 47 % TTFF: 1.2 s 3 1
  36. 36. YOUTUBE AD STUDYFull page analysis Ad analysis
  37. 37. YOUTUBE AD STUDY – FULL PAGE ANALYSISVisual Attention Statistics For Ad Pattern Eye Benchmark * Result Tracking SEEN AD 61 % 100 % AVERAGE TIME ON AD 1,02 s 1.85 s -out of those who saw the ad TIME TO FIRST FIXATION 2,72 s 0.65 s -out of those who saw the ad Questionnai Benchmark * Result re AD RECALL 31 % 60 % BRAND RECALL 58 % 97 %
  38. 38. YOUTUBE AD STUDY – ANALYSIS Areas Of Interest Statistics MESSAGE MESSAGE Logotype Benchmark * Result PICTURE SEEN LOGOTYPE 18 % 3% LOGO AVERAGE FOCUS ON LOGOTYPE 12 % 1% Ad Fixation Order Message Benchmark * Result SEEN MESSAGE 42 % 43 % 3 AVERAGE FOCUS ON MESSAGE 49 % 18 % 5 1 Picture Benchmark * Result 4 2 SEEN PICTURE 42 % 100 %Illustration show average time to first fixation. 1 is the area AVERAGE FOCUS ON PICTURE 38 % 68 %respondents look first at, 2 is the second and so on * Benchmark, see method.
  39. 39. YOUTUBE AD STUDY – ANALYSIS Opinion Intention (Have you changed your opinion about (What is your relation to the the advertiser after seeing this ad) product/service in this ad Non buyers Buyers Relationship to Benchmark * Result contentOpinion change Benchmark * Result I have bought it before and will do so again 25 % 73 % I have bought it before but will not do so again 7% 13 %Yes, in a positive way 24 % 27 % I have not bought it before but will definitely do so 6% 0%Yes, in a negative way 7% 0% I have not bought it before but might do so 31 % 10 %No 71 % 73 % I have not bought it before and will not do so 40 % 3%
  40. 40. KEY TAKEAWAYS Viewing patterns are NOT consistent and typically depend on:  Usage (personal, professional, B2B, B2C, etc)  Page content (all images, all videos, hybrid models, etc) Branding benefits from integration into actual site content.  Lone branding is often lower in visibility  User generated/interactive content was often highest in visibility Visibility is typically greatest at top of page and decreases as you move down the page. Social media is a dynamic media and need constant analysis
  41. 41. Thank YouOur biometric eye tracking technology for webcams allows you to carry out studies in multiple countries simultaneously,and receive rapid actionable insights about how your ad/packages and all communication are performing on a globalbasis. Contact Jeff Bander President of Americas jeff@eyetrackshop.com 917-523-0007Read more at www.eyetrackshop.com

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