Did you just skip over that byline? If so, Ogilvy would know. Despite the obvious benefits of being able to work out exactly what portion of an ad consumers are looking at, agencies have long been
dismissive of the eye-movement tracking devices that have existed in various forms since the 1970s. But now new technologies, as well as increased demand for measuring results, are leading some
agencies to take another look at the practice of eye-tracking.
Read the whole story at Adage.com, July 4, 2005 »