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LOOKING CONSUMERS IN THE EYES

P R E S E N T E D B Y : J E F F B A N D E R

P R E S I D E N T O F A M E R I C A S

G E N E R A L M A N A G E R

E Y E T R A C K S H O P

THE HISTORY OF EYE TRACKING

Used since the 1800’s

Founded in 2001 - Tobii Technology is the gold standard in eye tracking

technology

In 2009 online eye tracking was invented, using only your webcam

THE HISTORY OF EYE TRACKING - USES

Eye tracking has many uses including:

Communication assistive technology

Gaze control computers

Market research

Advertising/marketing usability

Gaze interactive games

SOCIAL MEDIA WEBSITES AS A TOOL

Website Users Global Reach

Facebook.com 850M+ 130+ countries

Twitter.com 200M+ 20+ Languages

Linkedin.com 150M+ 200+ countries

HUGE POTENTIAL EXTREMELY COMPETITIVE Social Media Sites reach 80% of 245M internet users in the USA

56% of consumers claimed to be more likely to recommend a brand to a

friend AFTER becoming a fan on Facebook (Mashable)

65%+ of adult internet users claim to use a social media website

CONVERSIONS VS. BRANDING

Most branding dollars are being spent on television

Critical success factors:

If you’re not getting click-thrus, you want to make sure they see you

If they don’t see you they can’t act!

Example: Facebook brand pages

Top social media site for ad revenue!

TOP LEVEL LEARNINGS Overall, the Visual Attention Pattern seen in the heat maps is distinct, quite similar across the four test groups and shows high visibility for

the top left ad format…

• The Visual Attention Pattern shows clearly that participants’ attention is concentrated to the left and high on the page

• The pattern also clearly shows that participants scan the whole page (left to right) high on the page:

• The lower on the page they get, the more the gaze is drawn to the left-hand side/ center of the page

• This pattern obviously, have effect on different ad’s chance to be seen:

• The ad format high on the screen (marked green in c) above) is seen by almost everyone (95 %). The format on the right almost

by none (9 %)

• The top format is also seen quicker and dwell time is longer

High visibility

Medium visibility

Low visibility

…and the high visibility creates higher recall values

• The higher visibility also creates stronger recall values

• In all recall questions the cell with the stimuli top left which has the highest visibility also by far has the highest recall values

The results from this study shows clear differences between different ad placements.

The top left ad format is greatly outperforming the other formats measured.

The study also reveals a visual pattern which can predict where an ad has high

visibility, i.e. high and to the left. It also shows how the added visibility also adds in

recall and understanding

a) b) c) d)

NEILSEN /CADBURY – METHOD

Do you recall seeing this

promotion on the website

you have just browsed?

Yes

No

22%

78%

35%

65%

27%

73%

Stimuli 1 Stimuli 4 Stimuli 2 Stimuli 3

85%

15%

ADVERTISING STATISTICS

SEEN AD 9 % 17 %

TIME TO FIRST FIXATION

TIME ON AD 0.5 s 1.5 s

95 %

1 s

3 s

25 %

0.5 s

8 s 3.5 s 2.5 s

18%

31% 23%

7%

29% 17%

6%

29%

7%

50%

6% 7% 14%

8%

67%

14% 16% 13% 17%

46%

Stimuli 1

Which of the following images, if any, do you recall

seeing on the website you have just browsed?

A small box of chocolate

fingers

A brown (white cell 3)

background with two

multipacks of chocolate and a

price promotion

A white background with two

packs of cheese and a price

promotion

A pink background with two

bottles of cordial and an offer

None of the above

AD RECALL

Stimuli 2 Stimuli 3 Stimuli 4

FACEBOOK BRAND PAGES

In general…

High

Visibility

Medium

Visibility

Low

Visibility

The wall attracts the most

attention…make it count!

Tagged pictures attract more

attention than profile pictures

Not very many people see what

you “like” as a brand

MCDONALDS – HEAT MAPS

Wall elements have greatest visibility Main branding is lost

MCDONALDS - VISIBILITY

66%

45%

66%

45%

100%

Wall Provides most opportunity for effective branding

Effective use of tagged images can increase brand exposure and visibility

COCA COLA

83% 47%

60%

57%

93%

RED BULL

90%

53%

87%

83%

100%

STARBUCKS

80%

53%

53%

77%

97%

VICTORIA’S SECRET

87% 40%

47%

87%

93%

SOCIAL MEDIA ROI

“The correlation between stated intent and actual behavior is usually low and negative.” ~ Gerald Zaltman, Author of How Customers Think

One third of all social media ad revenue is from Facebook, is your

company on it?

Check out the visibility of some of the top social media sites…

FACEBOOK – HEAT MAPS

…PROFILE PICTURES MATTER

FACEBOOK

VD: 4.3 s

93 %

TTFF: 0.2 s

VD: 1.9 s

87 %

TTFF: 1.5

VD: 1.9 s

80 %

TTFF: 3.1 s

VD: 0.5 s

37 %

TTFF: 2.2 s

1 2

3

4

GOOGLE+ – HEAT MAPS

…WHO YOU KNOW GETS NOTICED

GOOGLE+ – VIEWING PATTERNS

1 2

3

VD: 5.9 s

93 %

TTFF: 0.2 s

VD: 1.5 s

93 %

TTFF: 1.2 s

VD: 0.5 s

33 %

TTFF: 4.2 s

TWITTER – HEAT MAPS

…GREAT BACKGROUND & LAST TWEET

TWITTER – VIEWING PATTERNS

VD: 3.1 s

93 %

TTFF: 0.2 s

VD: 1.7 s

93 %

TTFF: 1.1 s

VD: 1.1 s

77 %

TTFF: 3.3 s

VD: 0.5 s

20 %

TTFF: 2.1 s

1 2

4

3

FLICKR – HEAT MAPS

…ROCK THE IMAGES!

FLICKR – VIEWING PATTERNS

1

2

VD: 6.2 s

97 %

TTFF: 0.7 s

VD: 1.1 s

67 %

TTFF: 1.5 s

LINKEDIN – HEAT MAPS

…JOB TITLE MOST IMPORTANT

LINKEDIN – VIEWING PATTERNS

1

3

2

VD: 5.7 s

100 %

TTFF: 0.2 s

VD: 1.5 s

100 %

TTFF: 2.8 s

VD: 0.8 s

70 %

TTFF: 1.8 s

PINTEREST – HEAT MAPS

…AGAIN, CONTENT ON TOP WINS

PINTEREST – VIEWING PATTERNS

Not

seen

1 2

3

Not

seen

VD: 6.2 s

100 %

TTFF: 0.2 s VD: 1.3 s

93 %

TTFF: 1.7 s

VD: 0.8 s

63 %

TTFF: 1.9 s

STUMBLEUPON – HEAT MAPS

…ROCK THE PROFILE PIC!

STUMBLEUPON – VIEWING PATTERNS

1

3

2

VD: 5.8 s

100 %

TTFF: 0.5 s

VD: 1.5 s

77 %

TTFF: 3.9 s

VD: 1 s

70 %

TTFF: 2.3 s

TUMBLR – HEAT MAPS

…SHARE THE PHOTOS & IMAGES

TUMBLR – VIEWING PATTERNS

1

3

2

VD: 4.1 s

93 %

TTFF: 0.1 s

VD: 0.8 s

60 %

TTFF: 3.6 s

VD: 0.5 s

50 %

TTFF: 3 s

YOUTUBE – HEAT MAPS

…KNOW YOUR KEYWORDS, THEY MATTER

YOUTUBE – VIEWING PATTERNS

1

3

2 VD: 0.5 s

47 %

TTFF: 1.2 s

YOUTUBE AD STUDY

Full page analysis Ad analysis

SEEN AD

AVERAGE TIME ON AD

TIME TO FIRST FIXATION

61 %

1,02 s

2,72 s

100 %

1.85 s

0.65 s

Benchmark * Result

AD RECALL

BRAND RECALL

31 %

58 %

60 %

97 %

Eye

Tracking

Benchmark * Result Questionnai

re

-out of those who saw the ad

-out of those who saw the ad

Statistics For Ad Visual Attention

Pattern

YOUTUBE AD STUDY – FULL PAGE ANALYSIS

YOUTUBE AD STUDY – ANALYSIS

SEEN LOGOTYPE

AVERAGE FOCUS ON LOGOTYPE

18 %

12 %

3 %

1 %

Benchmark * Result Logotype

Statistics Areas Of Interest

* Benchmark, see method.

SEEN MESSAGE

AVERAGE FOCUS ON MESSAGE

42 %

49 %

43 %

18 %

Benchmark * Result Message

SEEN PICTURE

AVERAGE FOCUS ON PICTURE

42 %

38 %

100 %

68 %

Benchmark * Result Picture

Ad Fixation Order

Illustration show average time to first fixation. 1 is the area

respondents look first at, 2 is the second and so on

1

LOGO

MESSAGE

MESSAGE

PICTURE

3

2 4

5

YOUTUBE AD STUDY – ANALYSIS

I have bought it before and will do so again

I have bought it before but will not do so again

I have not bought it before but will definitely do so

I have not bought it before but might do so

I have not bought it before and will not do so

Benchmark * Result

25 %

7 %

6 %

73 %

13 %

0 %

31 % 10 %

40 % 3 %

Benchmark * Result

Yes, in a positive way

Yes, in a negative way

No

24 %

7 %

71 %

27 %

0 %

73 %

Non buyers Buyers

Intention (What is your relation to the

product/service in this ad

Opinion (Have you changed your opinion about

the advertiser after seeing this ad)

Relationship to

content Opinion change

KEY TAKEAWAYS

Viewing patterns are NOT consistent and typically depend on:

Usage (personal, professional, B2B, B2C, etc)

Page content (all images, all videos, hybrid models, etc)

Branding benefits from integration into actual site content.

Lone branding is often lower in visibility

User generated/interactive content was often highest in visibility

Visibility is typically greatest at top of page and decreases as you move

down the page.

Social media is a dynamic media and need constant analysis

Our biometric eye tracking technology for webcams allows you to carry out studies in multiple countries simultaneously,

and receive rapid actionable insights about how your ad/packages and all communication are performing on a global

basis.

Contact Jeff Bander

President of Americas

jeff@eyetrackshop.com

917-523-0007

Read more at www.eyetrackshop.com

Thank You