Specific Media adds eye-tracking for advertisers

Webcams are used to analyse how web users view advertising online and calculate where and for how long they look at particular elements of the creative.

Specific Media has piloted the approach with ad agency Bartle Bogle Hegarty (BBH) for brands including Lynx, Barclays and Audi.

BBH strategy director Simeon Adam said: “Seeing how our creative is working ‘in the wild’ can help us fine-tune for effectiveness, and what the pilot clearly showed was that online display needs the right creative for the job.”

Specific Media plans to expand its eye-tracking service to cover online video advertising later this year.