CTV Advertising Strategies:

Insights from CTV leaders at Dentsu, Horizon Media and 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

Digiday+ Research: Publishers pull back their dependence on digital revenue

After a year in which publishers shifted their revenue dependence away from traditional channels and toward digital channels, 2025 has seen a shift back toward more of a balance between traditional and digital revenue sources.

LinkedIn makes it easier for creators to track performance across platforms

Creator data is becoming more accessible to third-party vendors via a new API — another step in LinkedIn’s creator platform evolution.

Ad Tech Briefing: The ‘plumbers’ posing as the unlikely saviors of the internet

After several false dawns, can Cloudflare’s ‘anti-AI scraping tool’ finally offer publishers a road to commercial redemption?