Science & Marketing, Hand in Hand

Developing effective online advertising is a job that requires creativity, innovation and a grasp on data & analytics. After all, tracking these campaigns is crucial when it comes to determining ROI.

And we can certainly track a user’s behavior when it comes to interacting with an advertisement. Click throughs, rollovers, time spent, display time, manual closes and more are all part of the overall picture. In addition, there are cool developments such as eye heat charts, allowing savvy marketers to analyze the different ways people view their websites and content. At JB Inc. we analyze a wide variety of data about our media and websites, allowing us to make informed choices about campaign optimization, ad placements and overall design.

These types of analytics and techniques give marketers and designers a firm foothold when it comes to our daily duties.

But what about analyzing the other parts of the puzzle? Like, why and what people are looking at when they don’t click? And at what size does a banner ad become ineffective?

Disney Media Networks (which includes ABC, ESPN, etc.) has initiated an extensive program to collect and analyze said data. Their aim, according to the New York Times piece, is to learn more about the millions of users who don’t click on these ads, “whose eyes merely flit across the screen”.

The team is tracking eye movement, as well as using heart-rate monitors, skin temperature readings and analyzing facial expressions. In turn, they hope their findings will allow them to offer cutting edge research about the effectiveness of various forms of new media.

Disney will unveil its discoveries today, to an audience of about 200 advertisers, according to the article. The results should prove very interesting! Science and marketing, hand in hand. Very cool.

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