Eye tracking is a powerful tool to objectively measure consumers' attention and spontaneous responses to marketing messages. Knowing what people actually see helps advertisers optimize the design and placement of ads.

Does your advertisement capture and hold attention?

Eye tracking helps you see the answer to this core question, in real time. By tracking the visual behavior of real consumers in real advertising contexts, this methodology adds a wealth of valuable information that conventional research methods normally miss. Eye tracking uniquely provides valuable insights to all areas of advertising- online, print, TV, and out-of-home media.

Online and mobile marketing

Eye tracking complements the recall method and click statistics in studies of e-commerce websites, banner advertising, email campaigns, electronic newsletters, and in-game advertising. By studying whether or not an ad is actually seen, the advertiser is able to understand how best to communicate with the busy online consumer.

Using eye tracking, you can study how subjects interact with advertising on different screens- traditional monitors and laptops, as well as mobile devices. This methodology helps companies to optimize mobile advertising for limited screen sizes, touch screens, and mobile users' behavior.

These gaze plot and heat map visualizations reveal that website visitors do not see the special offers, a phenomenon often referred to as "banner blindness".

By refining format, layout, placement, and online messaging, advertisers can influence consumer action and increase brand impact.

Optimizing User Experience and Advertising Research with Eye Tracking

Eye tracking data provides an in-depth look into the minds of consumers. This video outlines how attention data can be collected in dynamic environments including the home, office, or on the go - on multiple screens and devices. The insights obtained from eye tracking research help create effective user interfaces and advertisements. 

Print advertising

Eye tracking is often used in copy-testing print advertisements during the creative process in order to inform researchers about which choice most effectively catches the eye. In addition, this research tool can be used to test the effectiveness of ads after they've been printed, as a means of evaluating performance in authentic reading contexts. It is useful for all types of publications, including magazines, sales catalogues, invoices, brochures, etc. A well-designed ad can increase attention and interest, plus impact readership, persuasion, and brand recall.

You can discover:

  • To what extent key elements are seen, such as the logo or product
  • How much attention does an ad receives relative to competing brands and editorial content in a magazine context

Check out the video to learn how eye tracking is used in ad evaluation.

Out-of-home and in-store marketing

Wearable eye tracking solutions enable the research of advertising displays and point-of-purchase (POP) materials in real-world environments like sports arenas, airports, bars, or grocery stores. For example, this methodology can be used to measure how efficient billboards, LED screens, floor mats, and traditional signage are at influencing the purchase decision or building brand value.

This is a video from our client Oculus in Slovenia. It shows how mobile eye tracking is used to measure how drivers are affected by a new way of patented advertising on pillars in parking garages. Participants are tracked with Tobii Pro Glasses while driving in and out of a parking garage.

Eye tracking reveals how scent impacts our purchase intention and visual attention


To learn more about the impact scent has on our visual attention and memory, researchers from The Service Research Center (CTF) at Karlstad University conducted an olfactory study while tracking participants eye movements. 100 people were recruited in downtown Stockholm. They wore Tobii Pro Glasses 2 that recorded their visual attention as they walked down a scented section of the street passing Café Löfbergs including its outdoor signage.

The study showed that the increased visual attention towards scent congruent information is the underlying reason for both enhanced memory and purchase intention. Participants who were primed with sweet scent showed a 50 percent increased attention towards signs, 27 percent increased recall of signs and a 40 percent increased intention to buy.

TV commercials

Television advertisers already know what consumers are watching and when they channel surf. But they do not know what viewers are actually looking at or when their attention begins to drift. Eye tracking can reveal how different elements in a TV commercial draw or drop visual attention.

This research tool enables detailed refinement of an ad before money is spent on development and implementation, and it can be used to measure how viewer perception and behavior evolve during the campaign period.

In the modern living room, TV watchers split their attention on many different devices and screens, particularly during commercial breaks. Eye tracking is used to understand this phenomenon in order to help advertisers create ads that hold viewers' attention or that integrate with other devices.

TV marketing and product placement

Eye tracking offers a unique method to determine whether TV viewers actually look at a sponsoring brand during a sporting event or program. It can be used to complement traditional efficiency measurements of visibility and audience.

These heat maps show to what extent viewers look at brands on various items during a sporting event, such as jerseys, balls, and sideline signs.


Measure impact of digital signage

Global media company Clear Channel installed digital information and commercial signs in the subway system in Stockholm City and wanted to evaluate the impact of these digital signs. Read more

Eye tracking for catalog improvement

Oriflame collaborated with Tobii Pro Insight Research Services on an eye tracking study to quantify and analyze how customers view their catalogue. Read more

Eye tracking makes communication more relevant

Strålfors provides solutions to make customer communication more relevant across different print and digital channels. Tobii Pro Insight Research Services helped Strålfors to build internal competence how to use eye tracking to optimize advertisement messages in invoices, web pages and mobile devices. Read more

Eye tracking reveals display ad effectiveness on tablets

Mediative, a leading digital marketing company in Canada, used Tobii Pro's solution for mobile device testing in this eye tracking study to understand the full reach and impression of different ad formats on an iPad vs. a desktop PC. Eye tracking enabled researchers to study not only page views and clickthrough rates, but also the visual impact of different ad formats, measuring to what extent these were seen, how fast and for how long. Read more

TV commercials in Mad Men episode

Tobii Pro Insight Research Services conducted an eye tracking research study to evaluate the visibility of commercials in the modern living room. 25 participants were asked to watch an episode of the television show Mad Men and allowed to use a smartphone or tablet as often as they liked throughout the episode and commercial breaks. Read more


Beer mats, towels, taps, buckets, menus, coolers, and bottle labels are all considered point of sale (POS) materials in a pub. They represent a significant investment for drink brands. In this study, performed for Carlsberg by IPSOS Sweden and MRC, eye trackers from Tobii Pro helped to expose which products influence consumers the most and which do not deliver enough value for the money. Read more


Team Food developed a new product for Latin America after suffering a 50% drop in vegetable oil sales in this highly competitive market. To ensure positive customer response to the launch, the animatic and final commercial were continuously measured. By combining eye tracking and neurophysiologic technology, the client was able to strengthen its position, improve its brand awareness and recover its sales figures. Read more

Brain Intelligence

Brain Intelligence Neuro-Consultancy used eye tracking in combination with EEG technology to shed light on how factors such as ad locations, format, size and presentation duration influence online marketing effectiveness. Read more

Products and services

Tobii Pro offers hardware and software, along with training and support, for a variety of different types of marketing and consumer research. Our eye trackers allow you to study any type of digital interface, from traditional computer screens to mobile devices, or you can bring your research into real-world environments using our wearable technology.

We also offer research services to market research companies and brand owners who prefer having the our eye tracking experts run the entire project for them, from design and recruitment to execution and analysis. Read more

  • Pham, C., Rundle-Thiele, S., Parkinson, J., & Li, S. (2017). Alcohol Warning Label Awareness and Attention: A Multi-method Study. Alcohol and Alcoholism, 1–7.
  • Khachatryan, H., Rihn, A., Campbell, B., Yue, C., Hall, C., & Behe, B. (2017). Visual Attention to Eco-Labels Predicts Consumer Preferences for Pollinator Friendly Plants. Sustainability, 9(10), 1743.
  • Mou, J., & Shin, D. (2018). Effects of social popularity and time scarcity on online consumer behaviour regarding smart healthcare products: An eye-tracking approach. Computers in Human Behavior, 78, 74–89.

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