Eye tracking is more than just another research tool; it has enabled us to gather more insights about commercial content than any other traditional methodology. The commercial success of our clients is always our main goal, and eye tracking is an important component in this pursuit, very much so in this particular project.Catalina Mejia, CEO, YanHaas South America
Customer story
Assessing TV advertising effectiveness with eye tracking
Resource Details
Written by
Tobii
Read time
4 min
YanHaas is a Colombia-based market research firm that performs advanced studies for clients in South America. The company uses Tobii Pro eye tracking to better understand how consumers perceive and engage with clients’ assets, such as ads and other marketing material.
The question
YanHaas worked with multinational brand owner Team Foods to help optimize a TV commercial for a newly released cooking oil. The main objective was to evaluate the animatic before production of the final commercial to ensure a positive response and a 5% increase in ‘Top of Mind’ awareness. The company wanted to better understand the level of attention towards various elements of the ad, how effective the branding and messaging was, and what meaning viewers took away.
The method
After initial focus group studies, an animatic was created and tested using eye tracking on the target customer group: women aged 25-55. After viewing the animatic while being eye tracked, the respondents were asked to participate in a purely qualitative component of the study that used the Zaltman Metaphor Elicitation Technique (ZMET) to assess emotional linkage via cognitive imagery.
The outcome
The study identified several elements of the TV commercial that were more appealing to the target customer, including the types of angles and imagery used in the commercial. The performance of the final commercial achieved a higher-than-average attention rate, and in some cases delivered a brand recall rate of 70%. The oil product featured in the commercial scored a total of 8 points in Top of Mind awareness evaluations among 100 brands. Testing advertising material is essential to ensure ROI is optimized, as even slight increases in attention can result in a higher brand recall and increased sales.
Related information
Resource Details
Written by
Tobii
Read time
4 min
Share
Want to learn how you can use eye tracking and attention computing in your research?
Fill out the form and one of our experts will contact you shortly.
Related content
Customer stories
TV advertising research for Facebook
Facebook IQ, the social network’s research division, wanted to get an accurate understanding of how people watch TV in their homes, and how frequently their attention was diverted to other devices, especially during commercial breaks.
Customer stories
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.
blog
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.