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The increased demand for measuring campaign results and new technologies that create more natural test settings have prompted some ad agencies to again take a gander at a research discipline that’s been around a while: eye-tracking. AdAge writes (via MarketingVOX) that WPP Group’s OgilvyOne recently struck a deal with eye-tracking firm Eyetools to test email marketing for clients such as IBM, American Express and Cisco.
Preliminary results have held some “surprises”: the word “free” is often skipped, and the majority of readers see less than half of the email copy.
A camera in the frame of computer monitors tracks what portions of emails test subjects are paying attention to and what they’re ignoring - without having to wear headgear or goggles, or being strapped into an electric-chair-like contraption. The results are depicted in a heat map or diagram that shows the pattern of eye movements across the email.
Marketers have unleashed their holiday promotions earlier than ever this year, with many hitting the stores well before Thanksgiving. But Sirius XM isn’t launching most of its 24-hour holiday music channels until turkey day or later.
The newly merged company…
October advertising revenue plunged for The New York Times Co. and McClatchy, despite some growth in online ad revenue.
The New York Times saw ad revenue plummet 17.2%; online ad revenue increased 5.3%, writes MediaPost. Classifieds have fallen 27.3% year to…
The switch to digital television arrives in less than three months, and to remind consumers of the transition, the National Association of Broadcasters is running a campaign across PumpTop TV’s network of screens at gas stations.
The spot began airing…
Through the first half of the year, automakers have slimmed their ad spending by 10% to $6.1 billion, according to Nielsen Monitor Plus.
General Motors slipped 6% to $1.2 billion, while Ford Motor cut ad spend by 22% to $954…
Getting real-time, 24/7 online access to company news and reaching responsive and efficient PR representatives still rate high on journalists’ wish-lists, but reporters are increasingly sourcing stories from new forms of media as well, according to research from Bulldog Reporter and TEKgroup…
Some 20% of top brand marketers continue to send additional emails to consumers, even after they confirm requests from those consumers to “unsubscribe” from an email marketing list, according to a research study from Return Path, MarketingCharts writes.
Though the study,…
