what does eye tracking measure
Eye tracking is a powerful tool to objectively measure consumers' attention and spontaneous responses to marketing messages. Knowing what people actually see helps advertisers optimize the design and placement of ads.ye tracking can reveal how different elements in a TV commercial draw or drop visual attention. This research tool enables detailed refinement of an ad before money is spent on development and implementation, and it can be used to measure how viewer perception and behavior evolve during the campaign period.