Appearing at Advertising Age’s Media Evolved Conference today, UM and Time Inc, presented their results of a biometric study on iPad advertising.
In order to test the effectivness of different types of advertising, EmSense hooked 180 iPad owners up to an EEG and eye tracking software then exposed them to ads embedded in different Time Inc. publications on iPad. The system allowed them to track not only visual and motor response to the ads but the emotional response as well.
Says Elissa Moses, Chief Analytics Officer for EmSense;
“The combination of EmSense Neurometrics and mobile eye tracking enabled us to learn about the iPad users’ visceral experience as they navigated through magazines swiping, button pressing, and enjoying the ride. We learned that iPad advertising can be highly engaging and gained great insight on how advertisers can best leverage this new media.”