Neuromarketing, one of the digital industry’s most competitive realms, is nothing new for Google. The most common method of neuromarketing analysis is eye-tracking, a process which records eye-movements in response to online content.
Recently, Google used MRC International, an eye-tracking analytics company based in Stockholm, to examine the visual effectiveness of a YouTube display campaign in Sweden. The results, according to MRC, showed that 87 percent of users recalled the ad after 48 hours and reacted favorably to it. MRC did a similar study of an ad campaign by Pampers in Sweden, with similar results. Key components of the success of both campaigns were optimal name placement on the webpage and clarity of the overall marketing message.
Eye-tracking’s appeal as a tool for campaign optimization, according to MRC International CEO Mathias Plank, is that it offers “unique objectivity” to the insights it offers marketers on the response value of display ad spends and content appeal.
Trending in
Most Read
More in Media
SPUR publishes AI content tracking standard, pitches OpenAI and Google to join advisory board
October 2, 2026
Publishers are pushing for AI transparency with a new SPUR standard to track how AI tools use content, and inviting frontier AI labs to help.
Media Briefing: Publishers are turning GEO from an experiment into a business
October 1, 2026
Publishers are turning GEO into a new revenue stream as clients increasingly look to boost their brands’ visibility in AI-generated answers.
The creator economy’s stance on AI is shifting — again
October 1, 2026
Creators are integrating AI tools into their workflows, but at what point does it overtake the creative process and result in sameness?