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Media and Advertising Research
eyetracker’s methodologies offer the ability to conduct behavioural research in an authentic context
eyetracker research helps optimise your marketing messages. Drawing on a theoretical knowledge of visual attention and perception, coupled with practical eye tracking expertise, we can help you understand which aspects of your materials grab attention and get remembered, allowing you to produce designs with the most impact.
Online
Breaking through the clutter
eyetracker research offers a deep understanding of the effectiveness of online advertising. Traditional measurement techniques, such as click through rates, only tell part of the story. For example, someone may not click on an advert, but that doesn’t mean they didn’t look at it, or that it wasn’t effective.
Our eye tracking research provides objective insights into the effectiveness of different ad formats, context, locations and even creative approaches. Newer options like video ads and ads as content can also be measured and assessed for efficacy.
Click here to see eye tracking samples for websites
Television and Film
Improving planning and buying
eyetracker research is used to improve the planning and buying of television advertising and enhance product placement in films by measuring how consumers engage with and react to advertisements and embedded marketing. eyetracker monitors the levels of engagement and interest in advertising messages. Our mobile technology allows for ethnographical studies, understanding the environment and numbers of distractions that compete for the viewer’s attention.
Click here to see eye tracking samples for television
Outdoor
Getting noticed
eyetracker’s mobile eye tracking technology brings a whole new level of understanding to how consumers interact with Outdoor Advertising. In Australia, we work closely with the Outdoor Media Association. Their new audience measurements system (MOVE) will be the first such system to incorporate mobile eye tracking.
Click here to see examples of outdoor eye tracking
Messages that stand out
Our eye tracking research reveals true reader behaviour and is now being applied to evaluate the effectiveness of advertising in printed materials. We help you understand which aspects of your print materials work best by measuring where people look and reveal areas that underperform so that print campaigns and material can be optimised effectively.
Click here to see eye tracking samples for printed materials
Stand alone or fully integrated
Our services can be provided as an individual study or easily integrated into other market research to complement the work and provide a greater degree of understanding.
Contact us today to discuss how eye tracking can complement your market research.