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Eye Tracking Shows Where People Look On Ads

October 26, 2012

Where do people actually look on ads? Well, bussinessinsider.com posted 16 ads where researchers used eye trackers to see where people were actually looking. Then they used heat maps to show where people spent more attention.

I think heat maps are a fun way to visualize different types of data, including where people’s eyeballs first land on your site or ad. You can then take this information and see how likely your visitors are to click on different areas of your pages or where you should put key information in an advertisement. 

I’ve included some of the heat maps that surprised me. For example, men spent more time focusing on a woman’s face than her body! While surprisingly when there was a man on an ad women spent more time looking at the face and men spent more time looking at the mans body. This information can give advertisers insights on how to better advertise to men and women.

 Below are some of my favorites:

Men spend more time looking at the woman, while women read the rest of the ad.

Men spend more time looking at the woman, while women read the rest of the ad.

Notice how the men are not looking at the shoes at all.

Notice how the men are not looking at the shoes at all.

These Sunsilk ads show that just putting a pretty face on a copy isn’t enough. It matters where she’s looking.

These Sunsilk ads show that just putting a pretty face on a copy isn't enough. It matters where she's looking.

Men focus on baseball players’ torso more than women, who look only at the face

Men focus on baseball players' torso more than women, who look only at the face

To see more of the heat maps click here. Enjoy!

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