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Specific Media is to launch a video version of its creative campaign testing technology that uses eye-tracking.

The tool for display advertising analyses the impact of advertising creative by tracking user eye movement. A pilot for BBH-clients Lynx, Audi and Barclays launched last week.

It uses a 360-strong panel, testing variations of creative before a campaign is launched. It helps advertisers ‘fine tune’ the most appropriate ad creative for a particular audience, according to Specific Media European research manager Chris Worrell.

“We can work with an advertiser on specific objectives and test site environments with different combinations of creative placements or whatever they might be looking to find out. We can do all of this before the campaign is put live,” said Worrell.

Specific Media, which bought video ad network BBE at the end of last year, will now launch a similar video creative testing tool in October.

The tool will use the same eye tracking technology – EyeTrackShop – and will explore how users engage with pre-roll advertising, and to understand the impact of various pre-roll formats, or the effectiveness of bespoke online assets against repurposed TV assets.

Specific Media is also developing ways to test the impact of audio and brand slogans within pre-roll advertising, and the overall influence of various pre-roll creative on user content consumption on the page after watching an ad.

Worrell said, “We’ve looked at how TV creative is pre-tested and now our aim is to bring the same level of understanding to digital advertising. We’re developing new and innovative ways of pre-testing advertisers’ creative, focusing on how people engage with video advertising and even the role of audio within creative. It’s a game changing time for the industry to be able to analyse the impact of creative in campaigns, using eye tracking technology to get the most out of digital budgets.”    

Specific Media’s creative reporting tool for display advertising, which launched last week, uses webcam technology to analyse users’ viewing online to heatmap areas that a user has looked at for a long time, or draw their visual journey.

The pilot found that the choice of creative can directly affect how much attention the viewer pays to it. Generic content sites were used, and users weren’t shown the same site twice. The pilot, using a panel of 360 people, found an average of 11% of consumer time on web pages was spent viewing advertising. Different creative was also found to have an impact on recall irrespective of user interaction.

Creative was found to impact levels of interaction:

  • Exposure rate varied from 47% to 100%
  • Time to fix attention on ad varied from 1 second to 8.5 seconds
  • Advertising dwell time varied from 5% to 22.5% of total time

Interest in the impact of display advertising and pre-roll video ads has been growing over the last 12 months. Earlier this year, Sky revealed it rationalised its creative agencies last summer to ensure they had the right technical credentials to fit with a long-term strategy of dynamic creative messaging. It’s one of many brands looking at tailoring content and creative to a particular user with specific values or at a particular stage in the customer journey.

Meanwhile last month, insurance brand Swiftcover said it would produce bespoke online video ads, after finding they outperformed repurposed TV assets in terms of both click through rate and brand favourability, having run testing with digital agency Steak and ad network WebTV Enterprise. (new media age 28 July)


Published 23 August, 2011 by NMA Staff

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