SHAPING WHAT’S NEXT IN MEDIA
Last chance to save on Digiday Publishing Summit passes is February 9
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
Ad Tech Briefing: The Trade Desk’s CFO search indicates a tough road ahead for independents
January 27, 2026
Muted expectations expected in the year ahead, as budget-controllers prefer accountability over reach.
Cloudflare’s Human Native acquisition signals a new content economy for publishers
January 27, 2026
While the ink is pretty fresh on the acquisition, announced on Jan. 15, several media experts and publishers regard it as a signal for how Cloudflare plans to help build an infrastructure for the AI content economy.
TikTok’s ownership shakeup sends creators scrambling amid chaos and uncertainty
January 26, 2026
TikTok ownership changing hands over the weekend led to widespread problems on the platform that has left creators reeling.