Can EYE Tracking Measure ADs Effectiveness?

! ! · 11-25-2005, 09:02 PM

ID Magasin, which has been testing the technique for the past year and is about to start using it in the field for its first UK client, claims big brands are facing an increasingly difficult job to reach consumers with advertising messages.

"We now have a far more informed consumer and shopper and a far more cynical consumer and shopper," said Siemon Scamell-Katz, chairman of the research company.

http://www.guardian.co.uk/uk_news/story/0,,1646240,00.html
http://www.idmagasin.com/N_IDM_ENGLISH/base_home.html

**John Scott** · 11-25-2005, 09:10 PM

Related:

http://www.v7n.com/forums/showthread.php?p=166074

**John Scott** · 11-25-2005, 10:26 PM

I think the Guardian is understating the number of marketing messages we see.

Quote:

In an entire day, we're likely to see 3,500 marketing messages.

I'd guess a lot more than that in most metropolitan areas.

kwvarga · 11-25-2005, 10:30 PM

I wake up and turn on my tv, there is usually an ad running, or a tv show that is sponsored by some company.. i go down stairs and hear commercials on radio,
i get a box of cereals which has marketing for kids on the back, i get in my car, and turn on radio and hear more messages, i drive to school passing marketing signs,billboards, and even some cars that have messages on them (side of trucks, or those "performance" companies that some people have on their car) I get to school and see coke machines, snack machines, etc..
and now i am tired of typing.. thats alot.. and its only 7:45.

**John Scott** · 11-25-2005, 11:29 PM

People sometimes don't realize it but they are bombarded with more advertisements than they notice. I thought some research suggested it was like 10,000 a day. I think I read that in one of Al Ries' books.

kwvarga · 11-25-2005, 11:33 PM

Difference between noticed marketing and unnoticed marketing.. stuff like in bad boys 2 with the 7up bottles (dont know what im talking about, watch it again especially the highway scene, there are a couple of times (including when the car flips over and a 7up bottle is visible)) stuff like that.. not saying BUY THIS, but it made me get a 7up.. however, a billboard on side of road, i hardly notice anymore..

! ! · 12-11-2005, 03:53 PM

interesting summary from SES Chicago - where those responsible for measuring Eye Movement to SERPs - display summaries of Their Findings about MSN Yaoo and Google SERPs and the natural tendency of the EYEs to land and Stay and Click

BTW:
The COLOR designer of this Forum should be congratulated - besides being one of the most attractive, different, and inviting - it is navigationally friendly.

Possibly the Rosy Beige subliminally reminds the Global users of interacting with a Person.

Ferre · 12-11-2005, 04:06 PM

The more we (humans) are bombed with advertisements, the more annoying they become to us and the more we ignore them. What's new?

Michael Allison · 12-11-2005, 05:05 PM

I have a DVR and a mute button that I use. The DVR fast forwards through all the commercials and the mute button works on live TV.

I hate ads... I resent being sold all the time. Mostly, I resent the average skill of the average advertiser. It's like they have no problem making a lie become true, through sheer repetition. NO ONE ever saved a nickel at Geico. No company with that kind of advertising budget could possibly give you a decent deal on insurance. But, if they drill it into your head a hundred times a day for a period of years, you might just go there.

On the other hand, there are the old Coke ads... "I'd like to teach the world to sing" and "Thanks, Joe" (mean Joe Green). I am sure there are others, too, that actually add something to society. Unfortunately, they are few and far between. Most of it is simply there to reinforce our mindless consumerism.

I guess I'm done ranting... for now.

It's Sunday and I have a lot of football to watch... but no commercials!!

-Michael

**John Scott** · 12-11-2005, 07:53 PM

Quote:

Originally Posted by ! !

The COLOR designer of this Forum should be congratulated - besides being one of the most attractive, different, and inviting - it is navigationally friendly.

Thanks.

JohnG · 12-14-2005, 10:30 PM

There is a lot of work being done in this field.

That being said, what direct marketers are up against is what Seth Goodin calls "interuption marketing."

A lot of the email marketing by the big "permission based" direct marketing firms, [1] is "interuption brand marketing."

The whole purpose of this type of marketing is to drive traffic to a web site as the list administrator gets paid on the number of clicks.

Unfortunately, these folks forget something. Bulk email that the recipient requested to receive can be a very effective medium.

The key? Give the audience what it wants, meaning establish expectations up front, by telling the recipient clearly and specifically what to expect and then honor those expectations.

Bulk email that the recipient asked to receive but no longer wants, although solicited and so not spam, is a pain.

Most administrators of commercial mailing lists forget, email is a personal experience.

The recipient signs up to receive "useful" information, which can include "offers" on products or services. But, it is all about the relationship.

So, instead of running brand advertising designed to interrupt and generate traffic, mailers need to build that all important and elusive "relationship" with their list.

The desired goal? Have the recipient invite the sender into their home figuratively speaking and ask "here is my problem, what should I do?"

Then email is an extremely powerful marketing tool.

So instead of simply slapping an ad onto an email and blasting it out, with a provactive subject line, it becomes xyz list presents, with a jiggle, a dance, a story and a tune, to keep the list amused, entertained and coming back for more.

John

John Glube
Toronto, Canada

[1] I am talking about folks with confirmed opt-in data banks of over million email addresses and yes there are such animals around.

Then there are the unconfirmed "opt-in" mailing lists, with varying degrees of permission from single opt-in and a verification notice, to opt-out based on the implied consent theory, aka, you registered at the site to do x and by doing so you agree to receive advertising and finally to you registered at site x, agreed to what I will call the "we can spam you" privacy policy and find your email address being treated like a "hooker at a biker's convention." List sizes in the millions are not unknown.