Measuring the impact of digital creativity using eye tracking
Chris WorrellSpecific Media
In creative terms, digital advertising is something of a poor relation to its more traditional siblings. We can all name a classic billboard, a cinematic masterpiece or an inspiring TV spot. But how many of us can do the same for digital?
The evaluation of digital has been grounded in an incredibly flawed metric – the clickthrough. This is strange for a medium that reaches so many people at so many points in their day across so many devices.
Much of this is a function of...