Advertising testing using eye tracking enables you to understand and measure the visual performance of the advertisement.
Eye tracking can be used to describe how the intended target group interacts with the ad, and to identify opportunities or issues to be handled in order to ensure your main message is effectively received. You can also use eye tracking to measure and compare your communication material versus the competitions or for when an advertising campaign is launched.
In the creative phase, pre-testing using eye tracking is valuable to ensure you get the most out of your communication investment. The pre-test can be done on copy, print ads, digital ads and TV commercials and are normally conducted in front of a screen in a lab. This way you verify that the creative idea works on the intended target group, and gives you the opportunity to act on any issues, before you invest heavily in the production of the advertisement.
Examples of how eye tracking can be used in advertising testing:
- Comparative competition studies
- Pre-testing new communication campaigns
- Test message variation for integrated campaigns in different media
- Post-launch effectiveness test in natural environment to test ROI
Typical questions that eye tracking research can answer:
Is the message read and understood or do respondents miss vital elements of the communication?
Does the communication stand out in comparison to the competitors?
Measure attention levels during animatic to asses if the product or brand is accurately viewed and to understand how dramatic curves affect the viewer’s gaze.
Is the campaign effective in its natural environment in terms of observations, brand and message recall?
