Digiday Publishing Summit:

Connect with execs from The New York Times, TIME, Dotdash Meredith and many more

SECURE YOUR SEAT

This is Your Brain on Banner Ads

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.

 

https://digiday.com/?p=5063

More in Media

YouTube’s AI slop crackdown has creators concerned, marketers cheering

Despite the potential crackdown, both creators and marketers broadly view YouTube’s updated policies as a positive move. They believe it indicates that the platform is paying attention to the ways creators are using AI — and that it’s open to AI tools that don’t result in the propagation of so-called “AI slop” videos. 

Jargon buster: The key terms to know on AI bot traffic and monetization

Here’s a breakdown of the emerging vocabulary of AI-media economics, what these terms mean, and why they matter now.

Digiday+ Research: Publishers identify the top trends among Gen Z readers

Gen Z makes up a very small percentage of publishers’ readership, but those Gen Z audience members are consuming their news anytime, anywhere.