Why test ads when many are measurable in real time? Not all ads are digital, and not all are performance-driven; some focus on brand building, prioritizing attention over clicks. Performance marketing revolutionized real-time optimization, yet online brand-building campaigns and traditional mediums still pose measurement challenges. In brand-building ads, the emphasis shifts from click-through rates (CTRs) to engagement and attention. In this space, Attention is a king!
RealEye offers an extensive collection of tools tailored for in-depth advertisement analysis, allowing brands to conduct detailed evaluations of their ad content, including video ads, as well as their strategic positioning.
This platform not only enables a thorough assessment of how each advertisement performs, from the visual impact of video commercials to the effectiveness of their placement in various contexts, but also provides robust tools for testing brand awareness. By tracking viewer engagement and recall, RealEye helps in measuring how effectively an ad establishes and reinforces brand identity and messaging. Utilizing RealEye's capabilities, brands can fine-tune their advertising strategies for optimal engagement and impact, ensuring that their campaigns not only captivate but also resonate with their target audience.
There were many attempts to create a dynamic visual attention indicator, finally a group of scientists from SWPS and Clemson University (who we had the pleasure to meet and work with) succeeded in creating a K-coefficient. This parameter uses eye movement parameters (fixation duration and saccade amplitude) to define the path of attention dynamic of an examined person.
In eye-tracking research, we can distinguish two general types of visual attention: ambient and focal. Ambient attention indicates a scanning pattern over stimuli (typical for the early stages of scene perception), characterized by short duration fixations followed by long saccades. Longer fixations followed by shorter saccades, on the other hand, are indicative of focal attention. The more focal processing of the stimuli, the deeper attention is given, which can mean that someone is actively processing the information.Read more...