Eye-Tracking System Determines Optimal Placement of Copy and Graphic Components
Marketing and advertising professionals invest a significant amount of time and money developing print ads, banner ads and websites. Their goal is to quickly attract viewers' attention and increase product awareness.
We use our mobile eye-tracking system to determine the optimal placement of graphics and copy within an ad or website in order to communicate the main message more quickly and effectively.
Using the system we can pinpoint the elements of an ad or website that attracted the viewers' attention first, and then map where the viewers' eyes traveled as they viewed the ad or website for six seconds. The eye-tracking system also enables us to measure "hot spots" to determine what elements held the viewers attention the longest.
Traditional, self-reported methods such as one-on-one interviews are used to determine stopping power by asking participants what part of the ad or website that attracted their attention. However, with traditional methods, there is no way of accurately measuring what elements in the ad or web site that attracted the viewer's attention or how long they viewed the elements.
Unlike traditional eye-tracking systems that require participants to travel to a laboratory setting, our mobile technology can be used with participants virtually anywhere such as conventions, shopping malls or trade shows, to provide powerful insights into why an ad does or doesn't work.