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Eye Tracking Study: Newsforce Sponsored Content Units on Major Newspaper Sites

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Dana Todd
Dana Todd

The document discusses an eye tracking study that analyzed user engagement with Newsforce headline units on news publisher pages and Newsforce landing pages. The key findings were that Newsforce headline units received significantly more user attention and fixation than competing ad blocks, and that users highly engaged with relevant content on the Newsforce landing pages and were willing to refer others to the site.

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Newsforce Prepared by Krista Brown – Research Analyst Richard Tobin – Director of Research (former) Paid Placement Press Release Engagement
[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],2
Table of Contents ,[object Object],[object Object],[object Object],[object Object],[object Object],3
Key Objectives ,[object Object],[object Object],4
Executive Summary ,[object Object],[object Object],5
Newsforce Paid Placement PR Network Why is Newsforce an effective communication channel?
Key Findings ,[object Object],[object Object],7
User Fixations and Gaze Time Lift LA Times Chicago Tribune Newsforce over Display Ads 1440% 193%
User Fixations and Gaze Time 8 * There was 0% engagement with the display ads on this page. Lift USA Today Newsforce over Display Ads - * Newsforce over Adwords 305%
User Fixations and Gaze Time ,[object Object],[object Object],[object Object],[object Object],9
Article Heatmaps ,[object Object],[object Object],USA Today 11 60% user engagement 20% user engagement
Article Page Heatmaps LA Times Chicago Herald Tribune USA Today 12
Ad Recall ,[object Object],[object Object],13
Perception of Headline Units ,[object Object],[object Object],14
[object Object],Would You Click on Press Releases to See More Information of Interest to You? 14
Newsforce Landing Page Why is Newsforce an effective channeling opportunity?
Key Findings ,[object Object],[object Object],16
Rank the Landing Page ,[object Object],[object Object],17
Content Relative Fixations and Gaze Time ,[object Object],18
Landing Page Heatmaps ,[object Object],[object Object],[object Object],MS Content 2.8% relative gaze time and fixation * TechCrunch; Miniwatts Marketing Group 19
Landing Page Heatmaps Apnea Content Weight-loss Content MS Content 2
Site Referral ,[object Object],[object Object],% Yes 22
Appendix
About Enquiro Research ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],24
Eye Tracking 101 What is Eye Tracking? At Enquiro Research, we use an eye tracker to track and record eye movement on a screen in real time. The eye tracker is non-intrusive and uses high resolution sensors that are calibrated to each participant before the study. The eye tracker measures each point of gaze from the eye and displays data as a colored heatmap.   What is a Heatmap? A heatmap is a visual representation of points of gaze and of eye movement. Points of gaze are displayed by dots of color. Multiple dots become circular color patches. Centralized color equals longer gaze time. When many heatmaps are amalgamated they can show common patterns of eye movement and level of engagement to parts of the SERP or webpage. 25
Reading a Heatmap ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],26
Demographics Out of 60 participants 27
Demographics Out of 60 participants 28
Demographics Out of 60 participants 29
Index of Webpages Tested ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

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Eye Tracking Study: Newsforce Sponsored Content Units on Major Newspaper Sites

  • 1. Newsforce Prepared by Krista Brown – Research Analyst Richard Tobin – Director of Research (former) Paid Placement Press Release Engagement
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  • 6. Newsforce Paid Placement PR Network Why is Newsforce an effective communication channel?
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  • 8. User Fixations and Gaze Time Lift LA Times Chicago Tribune Newsforce over Display Ads 1440% 193%
  • 9. User Fixations and Gaze Time 8 * There was 0% engagement with the display ads on this page. Lift USA Today Newsforce over Display Ads - * Newsforce over Adwords 305%
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  • 12. Article Page Heatmaps LA Times Chicago Herald Tribune USA Today 12
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  • 16. Newsforce Landing Page Why is Newsforce an effective channeling opportunity?
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  • 21. Landing Page Heatmaps Apnea Content Weight-loss Content MS Content 2
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  • 25. Eye Tracking 101 What is Eye Tracking? At Enquiro Research, we use an eye tracker to track and record eye movement on a screen in real time. The eye tracker is non-intrusive and uses high resolution sensors that are calibrated to each participant before the study. The eye tracker measures each point of gaze from the eye and displays data as a colored heatmap.   What is a Heatmap? A heatmap is a visual representation of points of gaze and of eye movement. Points of gaze are displayed by dots of color. Multiple dots become circular color patches. Centralized color equals longer gaze time. When many heatmaps are amalgamated they can show common patterns of eye movement and level of engagement to parts of the SERP or webpage. 25
  • 26.
  • 27. Demographics Out of 60 participants 27
  • 28. Demographics Out of 60 participants 28
  • 29. Demographics Out of 60 participants 29
  • 30.