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Advertising research solutions
Create ads that capture attention and drive results
Eye tracking gives you accurate answers on whether your ad captures attention and engages viewers the way you want it to. It also delivers insights on true audience engagement, which conventional performance metrics fail to deliver.
Uncovering the moments that shape brand impact
Eye tracking reveals the split-second shifts in attention that determine how ads are seen, processed, and remembered — helping brands craft messages that truly connect.
- 78%
of ad impressions are never
consciously noticed by viewers. - 66%
of campaign performance metrics
rely on clicks or recall, which don’t
reflect real-time engagement. - 61%
of advertising spend is wasted on content
that fails to connect with the target audience.
What is advertising research?
Advertising research is the process of studying how audiences notice, interpret, and respond to advertising. It helps marketers understand whether advertisements capture attention, communicate messages clearly, and influence consumer behavior.
Traditional advertising research often relies on surveys or recall studies. Behavioral techniques such as eye tracking provide deeper insights by revealing exactly what people look at, how long they look, and what elements drive engagement.
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Benefits of eye tracking in advertising studies
Eye tracking highlights what captures attention, what gets overlooked, and how viewers process key messages — helping to boost overall ad performance.
Measure ad attention
Collected data shows what viewers actually notice in ads, revealing attention patterns and visual engagement.
Test advertising creative
Eye tracking helps teams compare ad concepts and creative variations before campaigns launch.
Understand viewer engagement
Insights reveal how audiences interact with ads across digital, TV, and social media.
Improve brand visibility
Gaze patterns show whether brand logos, messages, and calls-to-action are noticed in advertising.
Optimize advertising performance
Behavioral data helps marketers improve ad design, messaging, and placement.
Our products and services for advertising research
Sticky by Tobii
Compare design alternatives or run a comparative analysis online with test participants anywhere in the world. Sticky by Tobii, our online self-service platform, uses webcam eye tracking on computers or mobile devices to give you accurate and unbiased data on the performance of your ad designs. Upload your designs and create your own survey questions and we will deliver the results of your study in an easy-to-understand format.
Wearable eye tracking
Wearable eye trackers let you see advertising through the viewer’s eyes in real‑world settings. By capturing natural gaze behavior, they reveal which elements of an ad attract attention, how long they engage viewers, and what gets overlooked. This real‑time insight helps advertisers refine creative choices, optimize message placement, and understand how people experience ads across physical environments, ultimately improving impact and recall.
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Tobii Insight
Whether you want to take advertising research into the real world or simply want expert help running online studies, Tobii Insight can conduct a tailored eye tracking study for you. We give you actionable insights on the performance of your point of sale or out-of-home advertising.
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Trusted by the top companies and brands
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As consumers move their media behavior more and more mobile, Sticky enables learnings & insights from where the consumers really are, allowing us at P&G to continue keep the consumer at heart.
Tobias Graaf Bjöersdorff
Nordic Data & Digital Brand Manager, Procter & Gamble
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Our attention studies are a great added value offering for individual clients - giving us the capability to upsell our deals and increase campaign investment, but by aggregating our results at scale we can uncover bigger picture insights around product and industry verticals. This helps grow the business and our understanding of both our products and consumer behaviours.
Dominic Tillson
UK Marketing Director, Azerion
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We can combine eye tracking data with what we already know in order to convey the effectiveness of digital signage to advertisers and advertising agencies.
Osaka Metro Adera
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As consumers move their media behavior more and more mobile, Sticky enables learnings & insights from where the consumers really are, allowing us at P&G to continue keep the consumer at heart.
Tobias Graaf Bjöersdorff
Nordic Data & Digital Brand Manager, Procter & Gamble
Our attention studies are a great added value offering for individual clients - giving us the capability to upsell our deals and increase campaign investment, but by aggregating our results at scale we can uncover bigger picture insights around product and industry verticals. This helps grow the business and our understanding of both our products and consumer behaviours.
Dominic Tillson
UK Marketing Director, Azerion
We can combine eye tracking data with what we already know in order to convey the effectiveness of digital signage to advertisers and advertising agencies.
Osaka Metro Adera
Discover how eye tracking improves ad performance
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“In-home studies using eye tracking allow participants to behave naturally and data can easily be collected unmoderated and passively. This is then analyzed by our research team for valuable insights into what actually captures peoples’ attention.
Assessing TV ad attention for Google
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Optimizing attention to advertisements with eye tracking
Are you new to eye tracking?
In this recorded webinar, you’ll hear from two experts about how the technology works and how it can be used to understand consumer attention better. With real-life examples from users, you’ll get a better picture of how eye tracking might look like in practice.
Frequently asked questions about advertising research
Contact us
Our team is experienced in applying technology and research expertise for effective advertising studies.
Let’s talk about how your study might look.