Gauging the effectiveness of an advertising campaign is a serious business. What seemed like a neat device for science fiction films a few years ago is becoming a reality through eye tracking.

Gauging the effectiveness of an advertising campaign is a serious business. What seemed like a neat device for science fiction films a few years ago is becoming a reality through eye tracking.

The technology, which records the path of someone’s gaze when they sit in front of a screen, is increasingly popular for market research. It’s non-invasive and involves volunteers following a dot on the screen during calibration. They then look across the advert as normal and a diagram is produced of the person’s eye movements.

This will enable you to measure the effectiveness of the design and identify hot spots to which the eye is drawn in order to place valuable content in the key position.