Sticky Launches AdVantage Measure

Sticky, which uses web-cam based eye tracking technology to measure ad effectiveness, has launched a platform called AdVantage, which tracks how long someone views an ad.

New York-based Sticky, which was previously known as EyeTrackShop, measures whether ads are seen or not. As defined by the Media Rating Council (MRC), a display ad is considered viewable when 50% of an ad's pixels are in view on the screen for a minimum of one second.

The new AdVantage tool promises greater recall and conversion in the testing phase of a campaign; helping publishers, brands, and agencies determine the best ad placement based on 'time engaged and percent of an ad seen'. Building on Sticky's existing offerings, AdVantage shows where viewers' eyes spend the most time and what path they take to arrive at an area of interest. According to the firm, once an AdVantage experiment is initiated, results can be viewed within hours, giving users the ability to test the performance of their ad creatives prior to campaign launch.

CEO Hans Lee (pictured) comments: 'We've reached a point in the industry where commonly accepted metrics, like viewability, are no longer viable as a predictor of success. Sticky AdVantage uses real people to determine how audiences interact with an advertiser's creative, before they invest in a live campaign'.

Web site: www.sticky.ai .