Dive summary:
- In a European program that is likely to spread to other regions, Proctor & Gamble (P&G) has partnered with eye-tracking firm Sticky to save money on advertisements that aren't seen.
- While running the trial with Sticky, P&G has employed the eye-tracking software to determine which ads are being seen and then cancelling buys for ads that consumers skip.
- The trial with Sticky is running with 14 million compensated participants; the technology from Sticky offers a higher level of precision at a lower cost than competitors.
From the article:
"P&G marketers will employ his dashboard in order to attempt to limit ad spend on digital promos that aren't typically seen, Bander said. 'We'll look at the top 200 sites and see how premium ad units with high CPMs are performing,' he explained. 'It will inform creative and what sites are best.'"