An Eye-Tracking Study provided by Ipsos & Google in 2016, with US consumers to understand the difference in attention paid to TV advertising & YouTube mobile advertising in a natural viewing environment.
By separating into 2 groups, the TV Viewers were tasked with wearing eye-tracking glasses for at least 90 minutes during their regular TV viewing sessions at home, and by using a camera facing the TV, in order to determine the length of advertising time.
While the other group, YouTube Mobile Viewers were tasked with wearing eye-tracking glasses for at least 45 minutes during their regular YouTube mobile viewing sessions at home, used a passive tracking app to the smartphones.
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