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.

1. Newsforce Prepared by Krista Brown – Research Analyst Richard Tobin – Director of Research (former) Paid Placement Press Release Engagement

6. Newsforce Paid Placement PR Network Why is Newsforce an effective communication channel?

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%

12. Article Page Heatmaps LA Times Chicago Herald Tribune USA Today 12

16. Newsforce Landing Page Why is Newsforce an effective channeling opportunity?

21. Landing Page Heatmaps Apnea Content Weight-loss Content MS Content 2

23. Appendix

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

27. Demographics Out of 60 participants 27

28. Demographics Out of 60 participants 28

29. Demographics Out of 60 participants 29