White Paper
Monkey See, Monkey Do. How watching entertainment together with people you love increases the impact of advertising
Jelle Demanet, Profacts & Ghent University LinkedIn
FROM VIEWABLE TO VIEWED: USING EYE TRACKING TO UNDERSTAND THE REALITY OF ATTENTION TO ADVERTISING ACROSS MEDIA
Challenge: measuring the reality of attention
People are very good at ignoring ads. We have to be. We receive thousands of commercial messages a day and have to have a way of filtering them out, so we can concentrate on what we are really interested in. As advertisers, we cannot assume that just because people have an opportunity to see an ad they will, in fact, see it.
Measuring ‘opportunity to see’ (OTS) or ‘viewability’ of advertising is a hot topic at the moment. Should advertisers pay for ads that consumers never had a realistic chance of seeing? Media owners talk about it. Media agencies talk about it. Advertisers talk about it – and have a simple answer to the question. According to Keith Weed, CMO of Unilever, non-viewable ads are ‘like having your billboards underwater, it’s a complete and utter waste of our money. I believe that we should get what we pay for.’
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