794: Eye Tracking Tech Evaluating TV Commercials on Different Screens
Regular listeners will remember my interview with Joseph Goldberg from Tobii Pro where we discussed how their eye tracking technology makes it possible to know exactly where someone is looking which is an incredibly powerful tool for gaining unique and objective insight into human behavior. While this information can be used in a wide breadth of study fields, some of the main applications are found within the study of consumer behavior, acquired skillsets, situational awareness, and medical conditions such as Alzheimer’s, dementia, and autism.
However, I recently came across a fascinating report that highlighted how Tobii Pro’s eye-tracking technology also helps identify what makes an effective broadcast TV commercial in a world full of mobile devices and other distractions. How do today’s viewers visually experience commercials? Tobii Pro’s eye-tracking data allows them to dig deeper into the visual experience of the TV viewer.
Tobii Pro’s eye tracked participants in their actual homes as they watched TV between 2016 to 2018. Eye tracking provides unique, scientific insights on the elements of a TV commercial that grabbed or dropped viewers’ attention. Tobii Pro have also identified the best points to air a commercial and ideal length as well as gender and age differences in attention span. Some of the findings go against traditional thinking on what makes an effective commercial.
It’s a treasure trove of data that’s super-relevant to ad agencies, ad buyers, brands, TV networks and listeners to my daily tech podcast that showcases the continued relevance of television as an advertising medium. I invited Mike Bartels, Senior Research Director at Tobii Pro Insight onto my podcast to find out more about the study. Over the past twelve years he has designed, conducted, and analyzed eye tracking studies in a variety of fields, including web usability, user experience, package design, consumer contexts, advertising, and applied science.
Bartels also has an M.A. in Experimental Psychology and has written eye tracking-related articles for several marketing research publications (Quirks, QRCA Views) and scientific conferences (HCII, ETRA). His team conducts world-class attention research studies using advanced Tobii Pro eye-tracking technology. Their areas of expertise include shopper behavior, user experience, advertising effectiveness, media engagement, and professional development.
I learn more about how Mike and his team at Tobii Pro strive to provide their clients with actionable insights that allow them to literally see the world through the eyes of their customers.
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