After giving us an overview over Tobii and possibilities and eye-tracking.
Advertising is only looked at 2-3 secs, it has to catch your attento before that.
90% of the info channeled to the brain is visual. Only 10-40 bits/sec of 11 Million bits/sec become conscious.
Now we are reminded of the physiology of the eye. You can consult the Wikipedua for this :)
The area of the image our eye sees is only really sharp in the area of one degree (3-4 letters in this text). The rest is illusion created by the brain and the re-fixating eye.
Only eye tracking can make sure that you know what your users will see. And: They won't read manuals.
You can record "gaze plots" and heatmaps and make sure that your customer has read an ad completely.
You can derive stats from that: How many have seen the product or read the slogan?
You can even show the glancepaths as a video.
Banner blindness was discovered this way.
Results are very different for the think-aloud and the retrospective (tacid) method.
Now some videos on eye-tracking in SL: Each avatar has another perspective. The measurement of the effectiveness of advertising is very difficult inthis diverse environment.
If you create special rooms and setups you can get a controllable environment for valid tracking results.
In in-game advertising threre is more experience with ad tracking. But in game people might not be open enough for advertising.
Research projects have been started in this area.
Advertising is only looked at 2-3 secs, it has to catch your attento before that.
90% of the info channeled to the brain is visual. Only 10-40 bits/sec of 11 Million bits/sec become conscious.
Now we are reminded of the physiology of the eye. You can consult the Wikipedua for this :)
The area of the image our eye sees is only really sharp in the area of one degree (3-4 letters in this text). The rest is illusion created by the brain and the re-fixating eye.
Only eye tracking can make sure that you know what your users will see. And: They won't read manuals.
You can record "gaze plots" and heatmaps and make sure that your customer has read an ad completely.
You can derive stats from that: How many have seen the product or read the slogan?
You can even show the glancepaths as a video.
Banner blindness was discovered this way.
Results are very different for the think-aloud and the retrospective (tacid) method.
Now some videos on eye-tracking in SL: Each avatar has another perspective. The measurement of the effectiveness of advertising is very difficult inthis diverse environment.
If you create special rooms and setups you can get a controllable environment for valid tracking results.
In in-game advertising threre is more experience with ad tracking. But in game people might not be open enough for advertising.
Research projects have been started in this area.
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