British Gas and ‘the Wilbur effect’

Matthew Carlton

Looks at an example of the use of eye-tracking to assess whether people are looking at online ads.

“Can an ad work if it doesn’t get looked at?” Lumen’s senior researcher Fiona Evans asked the Media Research Summit (London, June 2018). She admitted that this might seem like a stupid question, but considering the current metrics in the industry and the name given to the standard measure – a viewable impression – she suggested that it is too easy to make the assumption that because an ad is ‘viewable’ or seen, it’s actually making an impression or promoting an action.

So over two years, Lumen has been passively monitoring what people notice online and what they ignore in...

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