Specific Media launches online eye-tracking service

Specific Media has launched an eye-tracking service to measure the effectiveness of digital creative campaigns and is trialling it with a number of BBH's clients, including Lynx, Barclays and Audi.

Specific Media: trialled eye-tracking service for BBH clients including Lynx
Specific Media: trialled eye-tracking service for BBH clients including Lynx

The service, created in partnership with EyeTrackShop, uses webcam technology to analyse how users view advertising online and calculate where and for how long the participant is looking at the ad.

Its findings from the pilot, using 360 panellists, show that an average of 11% of consumer time on webpages was spent viewing advertising. Time to fixation varied from one second to 8.5 seconds, and advertising dwell time varied from 5% to 22.5% of total time.

Ian Dowds, senior vice-president of Specific Media, said this would allow clients to pre-test creative campaigns for visual effectiveness and allow marketers to get the best ROI from their online campaigns.

He said: "Marketers require increasingly sophisticated insight into the performance of campaigns and this pilot shows the direct impact creative can have on a campaign. Quite simply, without this new technology, we wouldn’t have these insights."

Simeon Adams, strategy director of BBH, said: "This has enabled us to analyse our online campaigns with more rigour than ever before.

"Seeing how our creative is working ‘in the wild’ can help us fine-tune for effectiveness, and what the pilot clearly showed was that online display needs the right creative for the job."

In June, Specific Media partnered with Justin Timberlake to buy Myspace from News Corporation for $35m.

Have your say...

Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Media Week Jobs
Search for more media jobs

Latest

Sometimes collaboration, not innovation, can be the key to winning campaigns

Sometimes collaboration, not innovation, can be the key to winning campaigns

Media Week Awards entries used to be awash with companies claiming "media firsts". They ranged from the sublime to the ridiculous - from takeovers of Coronation Street to aromatic front covers and microsites for apps. Being first and owning the idea featured highly.

Share
Morley stakes claim as outdoor's ambassador

Morley stakes claim as outdoor's ambassador

By exploiting OOH's digital potential, Andrew Morley aims to boost Clear Channel and the wider sector. By Arif Durrani

Share
Why have mutual respect when you can have mutual disrespect?
Share

Get news by email