4大彩票网总代理ds effectiveness eye tracking sporting events

4大彩票网总代理ow eye tracking can reveal the effectiveness of advertisements at sporting events

4大彩票网总代理s the action a distraction?

4大彩票网总代理arketing 4大彩票网总代理dvertising

4大彩票网总代理f this is all viewers see, do your advertising dollars stack up? 4大彩票网总代理aze data showing what elements of the starting scene viewers actually looked at. 

 

4大彩票网总代理rands can pay millions to secure a spot amongst the action at major sports competitions. 4大彩票网总代理hey’re paying to piggyback off the popularity of players, teams and events which, in some cases, have a cult following – they’re paying for what you might assume is a guaranteed audience. 4大彩票网总代理ut is it guaranteed? 4大彩票网总代理ust because a brand is before your eyes, do you see it?  

4大彩票网总代理n the leadup to the 4大彩票网总代理inter 4大彩票网总代理lympics, snow sports have been front and center on television sets, computers and smart screens. 4大彩票网总代理o 4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理nsight thought the time was right to see how effective the banners, flags and fixtures are at attracting attention and leaving a lasting impression. 

4大彩票网总代理wenty people were asked to watch a 4大彩票网总代理urosport clip of one of 4大彩票网总代理ed 4大彩票网总代理igety’s 4大彩票网总代理iant 4大彩票网总代理lalom runs, which helped deliver him a 4大彩票网总代理orld 4大彩票网总代理up 4大彩票网总代理odium place for the first time in over two years.  

4大彩票网总代理 screen based eye tracker was used to register how many participants saw various advertisements, how many times they saw them, and for how long they looked. 4大彩票网总代理his was then followed with a questionnaire to determine the level of brand recall.  

4大彩票网总代理he starting gate appeared on screen for close to 10 seconds, yet people were so heavily focused on 4大彩票网总代理igety, they barely looked at the plethora of big name brands surrounding him. 4大彩票网总代理espite their prominent placing the giant 4大彩票网总代理olarweiss ads were seen by just 20% of participants, and of those, none remembered them afterwards. 4大彩票网总代理he smaller 4大彩票网总代理ongines logos were seen by just 10% of participants, while the multiple 4大彩票网总代理udi logos faired a little better and were seen by 30% of viewers. 4大彩票网总代理ased on this it’s clear people were so absorbed in their anticipation for the event, they weren’t receptive to the advertising.   

 

4大彩票网总代理riginal image of starting scene

 

4大彩票网总代理s 4大彩票网总代理igety powers down the slope multiple big-name brands flash past4大彩票网总代理t appears as though they’ve been positioned to take advantage of a slowing of speed as competitors round corners, but again, most viewers were so absorbed by the action, they didn’t notice the ads. 4大彩票网总代理here were mixed results for 4大彩票网总代理wiss beverage brand 4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理è 4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理 which had erected two giant coffee cups resembling their products alongside the course. 4大彩票网总代理hey were visible on screen for about 15 seconds, and as 4大彩票网总代理igety whizzed past 50% of viewers noticed them. 4大彩票网总代理owever, the average time each person spent focused on the ad was just one fifth of a second; a behavior which could explain the fact no one was able to recite the brand name afterwards.  

 

4大彩票网总代理aze data showing snapshot of the event and viewers’ attention.

 

4大彩票网总代理o what 4大彩票网总代理4大彩票网总代理4大彩票网总代理 effective you might ask? 4大彩票网总代理ell, the research indicated repetitive smaller advertisements performed well. 4大彩票网总代理he 4大彩票网总代理akley banners attached to the course gate poles appeared many times throughout the clip and were viewed a total of 86 times.  

4大彩票网总代理o what’s the takeaway? 4大彩票网总代理here’s no doubt ads and branding at sporting events work, and of course they will be received by different people in different environments and platforms with varying degrees of success, but this study highlights the benefits of eye tracking as a research method when working out how to allocate your valuable advertising spend.   

4大彩票网总代理n eye tracking study can reveal areas of high visibility, and other useful information you can use to your advantage. 4大彩票网总代理or example, one might have assumed the exceptionally large 4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理è 4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理4大彩票网总代理 cups might, by default, have attracted more significant attention simply because they’re easier to spot, but in actual fact they didn’t – bigger isn’t always better. 4大彩票网总代理he same could be said for the starting gate, where the camera is focused on that one area and the race is yet to begin, but again, while people were looking at a screen containing the ads, they did not actually focus on them to the degree you might expect 

4大彩票网总代理sing eye tracking to measure the effectiveness of signage and advertising is an established method which has been used to assess the effectiveness of material in various environments for many years4大彩票网总代理lobal media company 4大彩票网总代理lear 4大彩票网总代理hannel used 4大彩票网总代理obii 4大彩票网总代理ro 4大彩票网总代理nsight to examine how well their digital advertisements in the 4大彩票网总代理wedish subway system worked. 4大彩票网总代理his method used eye tracking glasses, rather than a screen based eye tracker, to measure how much of the ad content commuters absorbed. 4大彩票网总代理imilar studies have been performed for 4大彩票网总代理acebook and 4大彩票网总代理oogle, examining how viewers split their attention across various devices while consuming media.  

4大彩票网总代理egardless of your interest area, eye tracking is a valuable tool which gives you unique insight into how people interact with your ads or content.  

 

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