Eye-Tracking Technology Helps Marketers Design Better Advertisements
Advertisements in supermarket circulars are particularly prone to the negative effects of visual clutter because multiple ads appear in the same space, all competing for viewer attention. But advanced eye-tracking technology is helping marketers model the effects of such clutter. Michel Wedel, PepsiCo Professor of Consumer Science at the Smith School of Business, Jie Zhang, assistant professor of marketing at Smith, and Rik Pieters, University of Tilburg, analyzed the effects of five key design elements of feature ads to determine how to optimize consumer attention to display ads.