Biometric and eye-tracking insights into the efficiency of information processing of television advertising during fast-forward viewing
Caleb Siefert and Carl Marci Harvard Medical School, Massachusetts General Hospital, Innerscope Research, LLC
Janet Gallent and Horst Stipp NBC Universal
Devra Jacobs and Brian Levine Innerscope Research, LLC
INTRODUCTION
In the rapidly changing world of advertising, television has long remained a constant as an effective advertising platform. Although annual percentage growth has decreased in the US over time, it remains the strongest channel in terms of overall advertising revenues generated (TNS Media Intelligence 2007)....