The entire project focuses on visibility, attention measurement and time spent with advertising content. These metrics are newly measured by Median in the EyeMeter project thanks to a unique technology - camera glasses that are specially designed to continuously capture visual content. People wearing the glasses then automatically record their media behavior throughout the day without being constrained or having to focus on monitoring it. Median has also developed software that subsequently enables audio and video matching, while being linked to data from adMeter.
The study was conducted on a sample of 93 respondents who were instructed to wear their glasses for the maximum amount of the day over a six-week period (Sept. 1 to Oct. 10, 2024). These respondents were selected from a representative panel of adMeter respondents. After the testing was completed, a post-test on brand knowledge and ad recall was designed in collaboration with the project's clients.
Publicis Groupe clients who ran the campaign during September and October and were thus able to participate in the pilot research included CSOB and mBank. In addition, mBank used EyeMeter to measure its payment ring campaign. From the alcoholic beverages segment, Plzeňský Prazdroj participated and from FMCG Mondelēz International.
"Our participation in the EyeMeter project opens up completely new possibilities for us in understanding and measuring the attention people pay to ads. This advanced approach allows us not only to evaluate and optimize campaigns across media types and formats, but also to effectively incorporate the insights into our media strategies. This allows us to better target key attention moments and deliver more targeted and effective media communications to our clients," says Karel Ďásek, Analytics & Research Director at Publicis Groupe Communications.
"Within the adMeter project, we have long been striving to map the media and advertising world more accurately, especially using audio measurement to determine the viewership of TV or radio broadcasts, or even the reach of online videos. With EyeMeter, we are moving from measuring the reach of advertising messages to measuring the attention people pay to them. This also represents a shift to measuring reach comparable across media types, defined by the visibility of the advertising message. It is a first step towards more realistic measurement of advertising messages, which we believe will lead to more effective planning of advertising campaigns in the future," says Josef Fišer, sales and marketing director at Median and project leader of the adMeter cross-media measurement project.
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