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Conde Nast Gets Into "Eye-Tracking"

Folio, Thursday, April 24, 2008 10:30 AM

Magazine publishers are experimenting more with "eye-tracking," a technology that collects and analyzes data like "first gaze" -- a person's vision path across a page or screen. The information gleaned helps publishers design covers, gauge ad effectiveness and help plan Web site redesigns. Conde Nast, for one, recently partnered with eye tracking service provider MediaAnalyzer to judge the effectiveness of ads, especially for long-term clients.

The deal enables the company to offer "a unique value add to advertisers in our publications," says Scott McDonald, the company's senior vice president of marketing research. MediaAnalyzer's methodology "helps our advertisers maximize their ROI and determine whether readers are engaged with their ads."

"Research can help publishers create better-looking and more compelling magazines [and Web sites] and can aid them in helping their customers to create ad campaigns that will best address readers."

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