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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 minutesor 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 eects 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 theadvertised products and were asked toindicate the brand names they recalled.To determine the test subjects’ attention ociwhen looking at the ad designs, the TobiiStudio sotware was used to automaticallygenerate heatmaps. The heatmap builds onaggregated eye tracking data rom severaltest subjects and is a powerul tool tovisualize perceptive behavior. The ollowingexample is a heatmap generated on an ad ora brand o yoghurt:
 Attention and recollection areessential indicators oadvertisement impact.In order to gain insight into thelink between ad design, eyemovement during ad perceptionand recollection o the brandname o advertised products,the Baden WuerttembergCooperative State Universitycarried out a series oadvertisement design tests.The study, which used a TobiiT60 Eye Tracker, showed a highcorrelation between time to frstfxation on the brand name andrecall. Well designed ads, inwhich the brand name was strategically placed , perormedup to 100 percent better.Key questions asked
The objective o the study was to identiyperceptive behavior towards dierent addesigns and their impact on recollection,especially:
•Whichspecicelementsofthead
captured the most attention?
•Howlongdidittaketospotthebrandnamethersttime?•Howdoesthe“timetorstxation”relate
to the recollection?
•Isthereanydifferenceinrecollection
between ad designs where the brandname was recognized immediately andthose where the brand name wasrecognized eventually?
•Isthereanydifferencebetweenunaided
and aided recollection?
The study
Research was carried out in the ad lab at theBaden-Wuerttemberg Cooperative StateUniversity in Ravensburg in 2009.20 dierent 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 theefciency o advertising. In advertisement impact research, it’s amix o interviewing and technical processing that yields the most valuable insight. In this respect, eye tracking has become anindispensable tool.” 
Dr. Smo Ottlr, Profssor of Commucatos Maamt at t Bad-WurttmbrCoopratv Stat Uvrst  Ravsbur ad Drctor of t Stbs Rsarc Ctr“Advrts ad Commucatos”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 show  particularly high focus of attention.A test subject in front of the Tobii T60 EyeTracker.
 
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 dierent intervals todemonstrate the dierences in the percep-tion process.
Indesign1,thebrandnameisrstperceived
ater two seconds, whereas in design 2 the
productnameisxatedwithinthersthalf
second. Though the test subjects can recallthe woman (mainly the ace) and the
headlineintherstad,veryfewareableto
match 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.
Adsinwhichthebrandnamewasxatedforthersttimewithinthersttwoseconds
show a considerably higher perormancerate in terms o recollection. The correlation
betweenthe“timetorstxation”and“recall”ishighlysignicant(Pearson’sR=
-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
effectivenessofadvertisingcanbesigni
-cantly increased i the ad is designedproperly and the brand strategically placed.
Media research
“Flashphase”Phasefrom
-
Phasefrom2-5
In the case o this particular ad design, theocus o attention is on the woman’s aceand the headline. Areas in the ad, which are
xatedonlongerarecoloredmoreinten
-sively.Tobii Studio’s area o interest (AOI) tool wasused to quantiy perception data on a higherlevel. Areas in ads that displayed the brand
nameweredenedas“areasofinterest”in
order to determine the extent o brand nameperception in every ad design.There are dierent indicators o attention or
AOIs,oneofwhichisthe“timetorstxation”.Thisindicatorisdenedasthetime
in seconds rom the moment the stimulus
wasrstshownuntilthestartoftherstxationwithinanAOI.
Individual data regarding the attention oeach test subject per ad can be determinedand compared with the individual recollec-tion.
The results
The results show that it takes an average o2.5 seconds or a test subject to perceive
thebrandnameforthersttime.
Approximately one-quarter o all testsubjects can recall the advertised productsunaided. The average perormance 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.
“Flashphase”(<0.5Sec.) Phasefrom0.5-2Seconds. Phasefrom2-5Seconds.
0-5 sec (all designs n=20)<2 sec (n=5)Time to frst fxation(Light blue = Unaided; Dark blue = Aided)
      R    e    c    a      l      l
100.080.060.040.020.00.024.559.350.988.2
Example of an AOI: The area of interest wasdetermined using the AOI tool and marked with a red square.
T   o b i    i      _ C u s  t    om er   C a s  e  _R  av  en s  b  o ur    g  _1  3 1 1  0  9   _ U  S E N G
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