Latest research with Tobii's eye tracking technology highlights the impact of contextually relevant ads on consumer attention and brand outcomes
Through the use of Tobii's eye tracking technology, researchers were able to detect and follow consumer eyesight when exposed to the same ad design in different content environments. The number of times and length of fixation on each element of the page revealed information on the impact that contextual relevance has on brand engagement, favorability, and memorability.
"With a cookieless future on the horizon, marketers are seeking alternatives to maintain and improve their advertising ROI. Our new report shows that desired outcomes can be significantly influenced through contextually relevant ad placements, which have the capacity to influence audience recall and overall response," said
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The study tracked consumers' attention to compare the effectiveness of one display ad placed within two different content environments. The following findings emphasize the impact of contextual relevance:
- Contextual targeting strategies yield stronger consumer attention - The in-context ad was the first page element consumers noticed. It took just .4s for consumers to notice the in-context ad vs. 1.0s to notice the out-of-context ad when viewing the article.
- Contextually relevant ads drive outcomes, significantly boosting brand favorability and consumer purchase intent — Purchase intent was higher among consumers who viewed the in-context ad, increasing by 14%. Additionally, the In-context ad generated higher brand favorability among participants, resulting in a 5% increase when compared with consumers viewing the out-of-context ad.
- In-context ads generate higher memorability and increase brand recall and awareness among consumers — Consumers were four times more likely to remember a brand, unaided, after seeing an in-context ad versus an out-of-context ad. In general, in-context display ads were more likely to be considered interesting, easy to read, clear and informative.
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Tobii is the global leader in eye tracking and pioneer of attention computing. We are on a mission to improve the world with technology that understands human attention and intent. Creating tech for a better future, our technologies and solutions apply to areas such as behavioral studies and research, healthcare, education and training, gaming, extended reality, automotive, and many more. Tobii's eye tracking is used by thousands of enterprises, universities, and research institutes around the globe. Headquartered in
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