tobii customer case ravensbourg 131109 useng

8/14/2019 Tobii Customer Case Ravensbourg 131109 USENG

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Using the Tobii T60 Eye Tracker, eachperson was exposed to each o the 20 addesigns or 5 seconds. In all, the eyetracking session lasted about two minutesor each person.

The test subjects were shown the adsrandomly, either at the beginning, the middleor the end o the presentation, in order toprevent any serial eects that mightinfuence the results.

The eye tracking test was combined with asubsequent interview that among otherelements included an unaided and an aidedrecall test. In the unaided recall test,subjects were asked which o the brandsadvertised in the ads they could recallspontaneously. In the aided recall test thetest subjects were given a list o the

advertised products and were asked toindicate the brand names they recalled.

To determine the test subjects attention ociwhen looking at the ad designs, the TobiiStudio sotware was used to automaticallygenerate heatmaps. The heatmap builds onaggregated eye tracking data rom severaltest subjects and is a powerul tool tovisualize perceptive behavior. The ollowingexample is a heatmap generated on an ad ora brand o yoghurt:

Attention and recollection are

essential indicators o

advertisement impact.

In order to gain insight into the

link between ad design, eye

movement during ad perception

and recollection o the brand

name o advertised products,

the Baden Wuerttemberg

Cooperative State University

carried out a series o

advertisement design tests.

The study, which used a Tobii

T60 Eye Tracker, showed a high

correlation between time to frst

fxation on the brand name and

recall. Well designed ads, in

which the brand name was

strategically placed , perormed

up to 100 percent better.

Key questions askedThe objective o the study was to identiyperceptive behavior towards dierent addesigns and their impact on recollection,especially: Whichspecicelementsofthead

captured the most attention?

Howlongdidittaketospotthebrandnamethersttime? Howdoesthetimetorstxationrelate

to the recollection? Isthereanydifferenceinrecollection

between ad designs where the brandname was recognized immediately andthose where the brand name wasrecognized eventually?

Isthereanydifferencebetweenunaidedand aided recollection?

The study

Research was carried out in the ad lab at theBaden-Wuerttemberg Cooperative StateUniversity in Ravensburg in 2009.

20 dierent ads o brands that varied little intheir brand awareness, and all o which werepublished in the same period o time inpopular magazines, were chosen as studyobjects. The ads were shown to 24 testsubjects belonging to the target group o themagazines.

Eye tracking helps optimize ad design and increase the

efciency o advertising. In advertisement impact research, its a

mix o interviewing and technical processing that yields the most

valuable insight. In this respect, eye tracking has become an

indispensable tool.

Dr. Smo Ottlr, Profssor of Commucatos Maamt at t Bad-Wurttmbr

Coopratv Stat Uvrst Ravsbur ad Drctor of t Stbs Rsarc CtrAdvrts ad Commucatos

LeADing eye TRACking TeChnOLOgy TOBII. All other trademarks are the property o their respective owners.

EYE TRACKING RESEARCH

Media research

Example of a heatmap: The red areas showparticularly high focus of attention.

A test subject in front of the Tobii T60 Eye

Tracker.


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The perception process is particularly wellillustrated in the reversed heatmap o arather poorly recollected ad (design 1 =

yoghurt brand) on the one hand, and a wellrecollected brand (design 2 = beer brand)on the other hand. The darkened areas arethose which were poorly perceived and notperceived at all, respectively. The heatmapswere created at dierent intervals todemonstrate the dierences in the percep-tion process.

Indesign1,thebrandnameisrstperceivedater two seconds, whereas in design 2 theproductnameisxatedwithinthersthalfsecond. Though the test subjects can recall

the woman (mainly the ace) and theheadlineintherstad,veryfewareabletomatch the correct brand name to the addesign during subsequent questioning. Indesign 2, the brand name is placed in such away that it is perceived very quickly and alsorecalled very well.

ads is just under 60 percent and is, asexpected, above the average or unaidedrecollection.

Adsinwhichthebrandnamewasxatedforthersttimewithinthersttwosecondsshow a considerably higher perormancerate in terms o recollection. The correlationbetweenthetimetorstxationandrecallishighlysignicant(PearsonsR=-0.70 or the unaided as well as or the aidedrecall).

The relationship between eye movementsand the impact on recollection is illustratedby the ollowing graph. It shows that the

effectivenessofadvertisingcanbesigni-cantly increased i the ad is designedproperly and the brand strategically placed.

Media research

Flashphase Phasefrom

-Phasefrom2-5

In the case o this particular ad design, theocus o attention is on the womans aceand the headline. Areas in the ad, which are

xatedonlongerarecoloredmoreinten-sively.

Tobii Studios area o interest (AOI) tool wasused to quantiy perception data on a higherlevel. Areas in ads that displayed the brandnameweredenedasareasofinterestinorder to determine the extent o brand nameperception in every ad design.

There are dierent indicators o attention or

AOIs,oneofwhichisthetimetorstxation.Thisindicatorisdenedasthetimein seconds rom the moment the stimuluswasrstshownuntilthestartoftherstxationwithinanAOI.

Individual data regarding the attention oeach test subject per ad can be determinedand compared with the individual recollec-tion.

The resultsThe results show that it takes an average o

2.5 seconds or a test subject to perceivethebrandnameforthersttime.

Approximately one-quarter o all testsubjects can recall the advertised productsunaided. The average perormance o aidedrecollection or all test subjects and or all

LeADing eye TRACking TeChnOLOgy TOBII. All other trademarks are the property o their respective owners.

Design 1.

Design 2.

Flashphase(


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eMeA

Tobii Technology ABKarlsrovgen 2DS-182 53 Danderyd

[email protected]

nORTh AMeRiCA

Tobii Technology, Inc.510 N. Washington StreetSuite200-FallsChurch,

VA 22046 - USA+1-703-738-1300Phone+1-888-898-6244Phone+1-703-738-1313Faxsales.us@tobii.com

ASiA

Tobii Technology, Ltd.3-4-13 Takanawa, Minato-kuTokyo 108-0074

[email protected]

CenTRAL eUROPe

TobiiTechnologyGmbHNiedenau 45D-60325FrankfurtamMain

[email protected] www.tobii.com

Media research

To fnd out how

Eye Tracking

can improve your

research, please visit

www.tobii.com or contact

one o our ofces.

Why eye tracking?The design o an ad determines how it is per-ceived and thereore infuences recollection

o the ad content. A cleverly designed adcan enhance recollection considerably.Investments in advertising pretests reallypay o, especially when compared with thecostsofadplacement.Althoughthegoldenrulesforeye-marketingandaddesignalready exist, ads should be submitted orpretests beore launching a broad advertise-ment campaign particularly when a clientneeds to choose between several addesigns and cannot make up his mind. Eyetracking can contribute considerably tooptimizing the ads impact.

Why Tobii?Tobii oers advanced hardware andsotware solutions as well as excellentservice. The Tobii Studio sotware collectseye movement data in real-time and providescomprehensive analysis tools. The devicesare applicable both or the academic and thecommercial realm.

Itwasimportantforustohaveanaturaltestsetting where the test subjects arentdistracted by any visible technical compo-

nents. We chose the Tobii Eye Tracker,whichhasacamerabuiltintotheTFTscreenand thereore doesnt distract the user romthe stimuli. The devices are also easily set upand mobile so that the test can be carriedout without great eort at the clientspremises,saysProfessorOttler.

About the researchersIn cooperation with well-known companies,the Baden-Wuerttemberg Cooperative

State University trains uture specialists andexecutives.Theuniversityistherstofitskind in Germany and is also academicallyully approved and accredited. The courseMediaandCommunicationsManagementtrains marketing and communicationsproessionals. Advertisement impactresearch plays an integral part in the coursecurriculum. In par ticular, application-orient-ed research questions, which are oundamental interest to the advertisingindustry, are explored. The SteinbeisResearchCenterforAdvertisingand

Communicationsisalsoresidentattheuniversity and conducts individual ad impactand usability studies commissioned byclients.

www.werbungundkommunikation.de(Meansadvertisingandcommunications.)

tobii customer case ravensbourg 131109 useng

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