sis mon 1030 jeff bander
TRANSCRIPT
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
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
917-523-0007
Read more at www.eyetrackshop.com
Thank You