The captive attention on which television marketers once relied no longer exists. The constant stream of distractions has made it harder for advertisers to know what content engages an audience and what is ignored. As revealed through the study Tobii Pro conducted for Facebook, eye tracking provides marketers with unbiased and accurate insight on what commercials need to have to be more compelling and relevant to the public.Mike Bartels Senior Research Director, Tobii
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CMとマルチデバイスの関係性
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Assessing TV advertising effectiveness with eye tracking
YanHaas used Tobii Pro eye tracking to better understand how consumers perceive and engage with clients’ assets, such as ads and other marketing material.
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Assessing TV ad attention for Google
Google partnered with Tobii Insight to find out what people are actually paying attention to while being exposed to advertisements.
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How you can predict advertising success
The challenge of online advertising is getting people to engage with your ad. Measure noticeability, engagement, and emotional impact with eye tracking.