P&G use new eye-tracking tech to reveal actual online ad views

P&G, the world’s largest consumer packaged goods company, is to start optimising its digital branding campaigns with new eye-tracking technology.

The technology, produced by Sticky, will measure which digital ads are seen in an effort to save P&G money on its digital ad campaigns.

Currently, it is difficult for brands to effectively and accurately measure the branding performance of digital investments. The new eye-tracking platform allows brands and media agencies know which ads in a campaign are actually seen, and which are not.

Sticky’s solution uses consumers’ own eye movements to verify what ads they have looked at and differs from ‘viewability’ or ‘inscreen’, which only indicates if an ad had an opportunity to be seen.

According to Darren Hamer, Managing Director of Sticky UK, one third of all viewable impressions are never seen by anyone.

P&G serves around 4.6 billion people worldwide and includes brands such as Pampers, Fairy, Gillette and Ariel.

“Applying Sticky’s tracking to our digital media campaigns will help us to optimise and increase our ROI on digital marketing investments in some campaigns up to 25%,” says Krister Karjalainen, Head of Digital at P&G Nordic.