Eye Tracking: AdSight Measures Attention Retention For Your Ads
Advertising research typically shows companies what consumers are thinking about their ads. But as a recent article points out, there’s often a vital part that’s missing – one piece of information greatly helpful to advertisers that is often overlooked. What parts of the ads do consumers look at? And which parts do they not look at?
One eye tracking company, Eyetracker, recently announced what they’re calling the missing piece of the jigsaw, AdSight. In a post last month by Eyetracker, an eye gaze company specializing in research, they write that Adsight has the ability to tell the consumer what elements of the ad managed to get the viewer’s attention and which elements kept it. Eyetracker says it’s one of the few eye tracking companies that employ a combination of eye tracking and qualitative research to help contextualize their data and make for more insightful conclusions.
Oftentimes, eye tracking companies offer a heat map and a list of areas seen by a subject but without supplemental, more qualitative information to help color the results. There’s only so much you can do with raw data. Eyetracker will apparently show you details on the response by the subject and their reasons for responding that way.
Iain Janes, managing director at Eyetracker is interviewed in the post and speaks to the trend eye tracking technology in the ad testing market. As he says, eye tracking will often fail to provide any real meaningful results, just producing heat maps and gaze trails to show you what happened but not necessarily why it happened that way.
As eye tracking can be pricey to say the least, it’s vital to know you’re getting your money’s worth, and that’s where he says his company is coming from.
AdSight apparently boasts a quick turnaround – providing results in less than a week and providing detailed analysis of the trends and design of a site. Of course, they still deliver heat maps and gaze trails and plots, but they say they’re trying to offer something a bit more substantial in addition.
eyetracker Launches AdSight, Providing New Insights Into How Your Ads Are Working
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