Eye tracking technology makes it easy to obtain hard facts and statistics as well as intuitive visualizations of what captured the consumers’ attention. Eye tracking is the process of measuring the point of gaze (where one is looking) and can tell you:
- How many people that have seen a specific area of interest (AOI);
- How long they looked at it;
- In what order they have looked at different objects.
All of these metrics are critical in predicting the success and performance of your digital media.
Why is attention data so important?
Attention spans are shortening, customers base their choice on split second decisions. Knowing what attracts their attention in these first few seconds is crucial to coming up with a successful marketing campaign.
Metrics: what they mean and how they are calculated