PowerPoint Presentation

Can Marketers Get to Grips with the Human Condition

Join the conversation: #techmap

Supported by:

Will NicholsonManaging Director, The Vision Network

Join the conversation: #techmap

Supported by:

TVNiEvaluating Content

Will Nicholson | will@vision-network.eu | @TVN_Will | www.vision-network.eu

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From website or content hubs, to digital content ad units to infographics to video

Ive been asked to give a couple of brief case studies on our experiences with eye-tracking. They arent rocket science, but they do show how eye-tracking techniques can be useful.

And why is a content guy (as Andy described me?) talking about this?

We are TVN, but weve recently started a new division called TVNi, with Nigel Foote as we are increasingly asked to research audience statements and beliefs before they embark on creating content through online qualitative techniques or social media monitoring.

But Nigel/they allow me to talk about the most basic, but highly useful eye-tracking side of our offer.4

Whats the point in making content, if no-one sees it?

I guess the reason why we decided to look deeper with our clients around content was the fact that ad fraud, robots and ads that are never viewed, tells us that only 46% of stuff we may have created will be seen (Comscore), so whats the point of a) us making it and b) clients paying for the creative or the media spend5

SeenSalienceStickinessWhat is seen......in what order...... for how long?Measuring viewability

23451

5x

So I attended a conference which Klaxon convened for Warc and saw a presentation by an eye-tracking tech, which we have now licensed in the UK which uses the embedded webcam to tech exactly where you are watching on a screen. 18 different movements per second

Seen as a % - and you can plot different areas, but I talk about that a little laterWhat order we can work out a gaze plot what you are attracted to first, second etcFor how long IAB says 1 sec works its not real-time, but in test conditions, so you are asked to look at the whole image for 5 or 10 secs

Big Brother tech

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Heinz CREATIVE TESTING ANALYSIS

FOR A LANDSCAPE OF POSSIBILITIES

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Take you pick?

BBH have just won the creative account, so maybe for a short period they might be willing to listen to the advise of othersincluding their media agency, OMD and their outdoor specialist Talon, and we worked with Nick Mawditt - in the audience.9

100 98 101 99 97 99 111 95Index of overall time spent fixating on the main message

Under closer examination.

In the scheme of things, small variations can make a big impact. All these ads look pretty similar: so how do you make a decision?

This chart shows indexes the average %s of the time spent fixating on the main message the Heinz logo and message

In this case 10% and this is helping creatives to make a decision.10

And on theway homelast night.

Working with

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We know that only 14% of online ads are viewed at all

The eyes dont lie

Average viewability of a digital ad is 14% according to our benchmarks

A whole different value to a run of site campaign.

Traditional moving heatmaps and transparent moving heatmaps and you can probably see what consumers are looking at?14

How much is this data worth to a client?

Highly viewable engaged ad.

7 times for likely.

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Knowledge is power

An unviewed piece of creative is worthless

If the potential footfall of an OOH ad is 100,000 a month and 10% more consumers looking at this ad, then its 10,000 more eyeballs than another similar ad

For those matheticians out there. If the average digital ad is seen by 14% of the audience for one than 1 sec and is bought at 10 CPM, and the Inskin ad is seen by 100% of the audience for 60 secs for 60 CPM, which is better value? Its 7.1 x more exposure = 71. Or even if they value the space for the 94% seeing the product. Its still 6.7 x better value? 67

That helps the agency and also the media owner..and if weve helped maybe we can make some more ads for them:)

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