EYE TRACKING FOR DIGITAL ADVERTISING

OPPORTUNITY

eNewsletters are a core vehicle in Merck’s direct marketing strategies and had not been optimized in several years with recent performance declines.  Merck assumed qualitative CLT testing was the only option to conduct eye-tracking research.  DMG demonstrated how eye-tracking can be taken to a nationally representative sample in quantitative research for 60% of their original budget.

METHODOLOGY

• DMG utilized cutting-edge PC webcam eye-tracking software among both consumers and physicians within a nationally representative online survey to analyze communication hierarchies across a range of alternative eNewsletter layouts.

• Webcam eye-tracking illustrated both dynamic heat-mapping of visual attention and pathway-tracking to understand how consumers and physicians consume Merck’s digital advertising and highlighted opportunities for refinement.

IMPACT

Merck restructured their eNewsletter layouts and content hierarchies to gain 30% greater engagement and 20% improvement in overall brand perceptions.