Eye Tracking Evaluates the Effectiveness of Online Ads
Eye tracking has been used in numerous studies involving the effectiveness of online advertising. In a recent article published on internetvision.com, it’s been announced that the Online Publishers Association released a new study in which they biometrically assessed the effectiveness of proprietary advertising on their site.
The study found that 90% of participants would notice the ad units within the first 10 seconds of landing on the home page. Those who fixated on the ads posted by the Online Publishers Association left the exercise just as emotionally engaged with the advertising as they were with the rest of the page. The study showed that 67% of web users went back to look at the OPA ad units after they spent time browsing other sections of the page.
For the research the Online Publishers Association teamed up with Innerscope Research, Inc., a biometric company that works with biometric and emotional feedback. Typically, standard research methods are somewhat limited when it comes to their potential to measure how a user is engaged when viewing ads. But Innerscope’s biometric technology enabled the Online Publishers Assocation to measure how a user engages with advertisements.
With the help of Innerscope, the Online Publishers Association was able to gain insight into ad units and advertising in general as they designed their platforms to create what is known as brand experience, as opposed to simply hoping consumers or web users would just click on their page.
Do consumers notice ads? This is a question all advertisers want and need know. Do consumers engage with the ads after they’ve noticed them? That’s where biometric technology and eye tracking can help shed light on the decision-making processes of consumers. The Online Publishers Association was able to use eye tracking to observe the behavior of the consumer, tracking their activity as they saw the ad, browsed through its content, and possibly returned to the ad.
The research showed that 96% of consumers pay attention to Online Publishers Assocation ad units while they naturally surf the web. Seventy-three percent of users that fixated on the ad units within the first 10 seconds tended to show more emotional response to the ads than to the rest of the page. Participants fixated more than 15 times on the ad units and 40% of the fixations occurred after the first 10 seconds of being on the page.
Check out the original article below:
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