Find out why brands such as Google, Facebook, Spotify, General Mills, GNC, Brown and Toland, AOL, Millward Brown, P&G, Landor, H&M, Carat, Nielsen and many more are utilizing EyeTrackShop as an affordable methodology for ad effectiveness testing and usability studies.
12. VISUAL PERFORMANCE
PRE-TEST
Benefits of Eyetrackshop
Usability and Media Research
• Brand
Li)
• Simple
but
relevant
metrics
that
measure
visual
ad
effec7veness
to
op7mize
and
ensure
best
possible
user
experience
• Defini7ve
consumer
insights,
rapid
turnaround
and
affordably
priced
• Assess
the
alloca7on
of
visual
aBen7on
on
the
screen
– What
content
catches
they
eye,
in
what
order
and
for
how
long?
– What
features
cause
confusion?
– How
can
the
crea7ve
and/or
messaging
be
improved
to
beBer
support
the
user
and
improve
results?
• Non-‐invasive
(no
helmets),
natural
tes7ng
environment
increases
validity
of
test
results
• Differen7ate
and
dis7nguish
empirical
findings
between
men
and
women
(i.e.,
women
more
text
orientated
and
men
more
icon-‐orientated),
varying
demographics
and
geographic
data
• Using
conven7onal
methods
alone
will
not
disclose
origin
of
problem
(i.e.,
why
did
they
not
use
the
buBon
or
link?)-‐
eye
tracking
and
click
analysis
together
can
dis7nguish
between
the
constructs
of
percep7on,
comprehension
and
ac7on
• Gaze
data
reveals
where
user
is
paying
most/least
aBen7on
to
an
area
allowing
adver7sers
to
beBer
target
customer
and
increase
ROI
• Deeper
evalua7ons-‐ABen7on
and
Comprehension
=
Ac7on
• Highly
relevant
data-‐Reading
behavior
(scan
path),
cogni7ve
workload,
level
of
aBen7on,
viewers
entry
point
and
level
of
frustra7on
will
provide
useful
basis
to
create
beBer
spa7al
layouts
13. VISUAL PERFORMANCE
PRE-TEST
Top
Line
Study
Results
from
Comscore
(2011)
Visibility:
69 percent of the ad impressions were classified as being in-view. The remaining 31 percent were
delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded
or a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7
percent to 91 percent.
Geographic Validation:
An average of 4 percent of ad impressions were delivered outside the desired geography, but individual
campaigns ran as high as 15 percent. In many cases, ads were served in markets where the advertised
product was not sold, meaning wasted ad spend and sub-optimal effectiveness results.
Brand Safety:
72 percent of Charter Study campaigns had at least some ads running next to content deemed “not brand
safe” by the advertiser, meaning that the content is classified as objectionable by the brand. This type of
unsafe delivery has the potential to damage the brand, creating a difficult situation for all members of the
digital advertising ecosystem.