The new way to measure the effect of advertising: tracking the trajectory of the mouse rather than the number of clicks

It is believed that every digital marketing person is familiar with Getoux (heat maps). Traditionally, publishers and advertisers have started using this technology to determine how consumers View Web pages: Visitors first see where, which part of the visitor is most viewed, how the visitor's eyes (i.e., attention) move on the screen, and so on. If we can understand which parts of the page are most attractive to users, we can better decide where to put the ads.

Last year, the American Online Publishers Association (OPA) measured the participation and emotional response of a particular advertising unit using eye-tracking thermography and biological monitoring. Measuring the visual orientation of display ads is a very interesting idea. Imagine how interesting it would be if advertisers knew how consumers viewed their banner ads, and better yet, they could use that information to improve their digital creativity.

Earlier this year, the platform for providing such information was born. Moat was developed by the digital marketing pioneer team behind right media company. The core of the analysis company is the introduction of voluntary tasks to standardize the measurement of advertising effectiveness. In essence, moat is the movement of the mouse (or cursor) into a hot graph, with pictures of different colors to make the brand owner more aware of how users interact with their display ads.

"For brands, it's not the right way to measure the effect of digital advertising based on the number of ads displayed and the number of clicks." "Moat co-CEO and founder Jonah Goodhart (Jonah Goodhart) said. According to Goodhart, using cursor movement as a measure of advertising effectiveness seems to be more reasonable than the number of clicks. Brand owners are not always able to give a good reason for consumers to click on ads, but the user is how to browse ads, how to interact with the advertising of this behavior pattern is invariably relevant. "You can get a lot of information by looking at the movement of the mouse." "Goodhart said. This view has also been recognized by Microsoft. This month Microsoft unveiled a study on cursor tracking data. Because the cursor involves searching and other things, the company concludes that "the cursor is related to the gaze position."

Even if the user does not click on the ad, Moat also provides The advertiser with a static thermal mapping image, as well as a reduced-time video of the user's cursor movement in his or her ad, to illustrate the user's concerns. This also helps to ensure that marketers can provide better advertising ideas in the future. For example, a hot-mapped picture video of an extensible ad can reveal where the user's cursor is when searching for an ad interaction point. The ad, when it comes to the next generation of ads, can provide more interactive information in the hotspots that consumers point out. When users interact with moat-tracked ads, advertisers can also choose whether to use cookies for the user to relocate potential users who are interested in the ads.

If you're not very clear about Moat's professional analysis, it's probably because you know the company's advertising search function is very famous. This function is only part of its analytical product. In moat.com you will find that the moat advertising search engine allows users to search for current and recent display ads based on their brands.

"Advertising search is the starting point for communication. If you don't know which ads the brand is currently launching, you can't improve your advertising. Goodhart points out that companies spend hundreds of millions of of dollars on advertising, which may one day appear on a website, but not in the next day. "Google's index on the web is mostly about content, but it skips ads," he said. And we did exactly the opposite. "Although consumers can also use this feature to better buy products, the Moat ad search function is actually designed to allow publishers, salespeople, media buyers, and creative organizations to see the display ads on a page again," he said. They may want to look for an ad case, present their thoughts as an advertisement, or seek inspiration from rivals. With the advertising search tool, you can save yourself some hassle and avoid random browsing in dozens of of websites.

Moat's third business is marketplace. The company can study the display of advertisements and track the movement of the cursor over a brand advertisement. The brand can use the results of the survey, through the advertising creative agency, the new discovery to apply to the innovative advertising.

In less than one months, there seems to be no new analytical tool to make any promises to brand makers or to attract media attention. Few companies in the market can provide a unique way to measure the effectiveness of display advertising, and fewer companies can provide a three-pronged solution to achieve it. Perhaps what they lack is more calories.

(Original: June 2, 2011, compiled: Zeng Cui)