Jeff Bander, Chief Revenue Officer at Eye Square talks about the benefits of eye tracking software and how it can benefit digital ad measurement practices:

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Welcome to this MarTech Series chat, Jeff, tell us about yourself and your role at Eye Square.

I am the Chief Revenue Officer at Eye Square. I also head up all of our efforts in the U.S., a key growth market for us. I have been in the market research field for over 20 years and have had key leadership roles at a number of innovative research companies, focusing on the application of eye tracking and technology to better understand consumer sentiment and behaviors.

How have you been seeing measurement tactics across digital ad channels evolve over the recent years and what are some top observations/trends you are seeing when it comes to tracking eye attention today?

There have been a number of developments in the field of digital ad measurement over the past few years. One trend that has emerged is the use of more sophisticated tracking technologies to measure the effectiveness of digital ads. This includes eye-tracking software to measure where users are looking on a webpage and how long they are looking at specific ads or content.

This can help advertisers understand which ads are most effective at grabbing users’ attention and converting them into customers. Another trend is the increased use of measuring behavior in a live environment to understand how people respond, behave and interact with digital ads.

Overall, the use of data and technology is helping advertisers to understand better and track the effectiveness of their digital ad campaigns and to optimize their ad spending for maximum return on investment. There is attention which must come first and then there is “Meaningful Attention” Does the attention drive interest and the desired behavior?

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Can you highlight more about some of the top global brands who use eye tracking to better understand how certain ad channels are performing – and a quick dive into how they use this measurement data to drive future campaigns?

Sure! Eye-tracking technology is used by many global brands to understand how their advertisements are performing and to inform their future marketing campaigns. Here are a few examples of brands that use eye tracking:

1. Google has used eye tracking to understand how users engage with its search results and ads. This data helps Google optimize the placement and design of its ads to improve their performance.
2. Apple: Apple has used eye tracking to understand how users interact with its products, such as iPhones and iPads. This data helps Apple improve the design and user experience of its products.
3. Amazon: Amazon has used eye tracking to understand how users interact with its e-commerce website and make purchasing decisions. This data helps Amazon optimize its website design and product recommendations to improve sales.
4. Nike: Nike has used eye tracking to understand how users engage with its advertising campaigns online and in physical retail stores. This data helps Nike optimize the design and placement of its ads to improve their effectiveness.

Overall, eye tracking allows brands to gather valuable data on how users engage with their advertisements and products, which can be used to inform future marketing campaigns and improve the user experience.

What are some top predictions you have in mind when it comes to measurement across digital ad channels in 2023?

1. The increasing importance of attention metrics: As consumers become savvier and accustomed to online advertising, it will be necessary for advertisers to focus on capturing and holding the attention of their target audience. This may involve the use of more creative and engaging ad formats, as well as the use of attention metrics to measure the effectiveness of campaigns.
2. The growth of mobile advertising: With the proliferation of mobile devices, mobile advertising will likely continue to grow in importance. This will likely involve the use of targeted, personalized ads that are optimized for smaller screens and on-the-go viewing.
3. Viewability, or the ability of an ad to be seen by users, is expected to continue being a key metric for advertisers. Tools that measure viewability may become more sophisticated, allowing advertisers to more accurately assess the effectiveness of their campaigns.

What do you feel about the future of the B2B adtech industry? 

The following are some important trends we see in the industry:

1. The emergence of new ad formats: The B2B adtech industry may see new ad formats, such as virtual and augmented reality, and the continued evolution of existing formats like video and native advertising.
2. The increasing importance of ad fraud prevention: Ad fraud, in which advertisers are charged for ads not seen by users, continues to be a significant issue in the industry. Adtech companies may focus on developing new technologies and approaches to prevent ad fraud and ensure the integrity of their platforms.
3. The continued growth of social media advertising: Social media platforms are expected to continue being popular channels for B2B companies to reach and engage with their target audiences. Adtech tools that enable businesses to advertise effectively on social media may see increased demand.
4. Increased use of video advertising: Video is expected to continue being a popular format for B2B advertising, and adtech solutions that enable businesses to create and distribute video ads effectively may see increased demand.

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