Re: Measurement & tracking method: eyetracking shows contributing factors to an ad's visibility
I like how Jim Sterne puts it:
> Jim Sterne wrote:
> >Greg Edwards wrote:
> >>Have people seen this eyetracking advertising study of things you can do
> >>that make advertising viewed more or less on websites?
> >>
> >>http://www.poynterextra.org/eyetrack2004/advertising.htm
> >
...
> >We are all so inclined to believe that everybody
> >surfs the way we do - but this assumption has two
> >major flaws.
> >1. Nobody surfs the way you do.
> >2. Nobody surfs the way you *think* you do.
>
I like how this is put because it's true in relationship to the designers of
a site or advertisement and the people who view them.
We've collected anecdotal data comparing how people involved with a websites
business and design look at the page compared to their target audience.
The finding: your audience does not look at the webpage the way that you
(the creative director, designer, business development person, etc) look at
your page or advertisement.
Now, James Santagata brings up a good question:
> Which in turn means we all surf differently which would then mean
> that there
> is no value in studying how any one person surfs because there is
> no similarity
> between any two web surfers on the planet.
Luckily, the answer is there ARE trends across how an audience looks at a
site/advertisement/anything visual, which is directly effected by design and
creative choices. (Thank goodness or we'd have no business model!)
-Greg
Greg Edwards
Chief Technical Officer
Eyetools, Inc.
gedwards1_at_eyetools.com
Received on Tue Oct 05 2004 - 06:49:46 CDT
