Clash Group Launches Digital Ad Eyetracking Service

New York-based full service digital advertising agency Clash Group has launched a service to track the eye movements of digital ad respondents and uncover the most responsive adverts for different demographic groups.

The new service has been designed to identify which color scheme, positioning, and placement works best for delivering positive response to digital ads, so that advertisers can tailor their creative offerings according to consumer preference.

Through Mirametrix technology, which utilizes a conventional camera sensor combined with a patented optimization algorithm, respondents are presented with digital ad creative - such as for mobile and web advertisements - and their eye movement is then tracked to establish where their attention is focused. Demographic information is also gathered to identify the different habits between men, women, and various age groups.

A non-verbal and passive approach to the research means that focus group respondents are able to carry out the research at home, or in public areas such as shopping malls and sports venues.

Tore Erickson (pictured), Chief Revenue Officer, Clash Group, comments: 'This market research initiative gives us an added dimension when it comes to recognizing the differing aspects that digital users respond to when it comes to advertisement creative.'

Web site: www.clashgroup.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.