Colgate drives successful product launch with Eye Square in-context testing for e-commerce ads
Partnership represents the first deployment of Eye Square’s Mobile Ad-to-Cart solution to simulate real-world campaign results
NEW YORK, March 31, 2022 (GLOBE NEWSWIRE) — Eye Square, a Berlin-based market research agency renowned for its implicit customer feedback analysis and innovative ad testing solutions, today announced that its new Mobile Ad-to-Cart solution was successfully used by Colgate-Palmolive in the launch of its manual toothbrush Keep. Colgate-Palmolive analyzed the effectiveness of mobile e-commerce ads by simulating the user journey from ad to cart, using Eye Square in-context testing to assess the impact of each ad on perceptions of base of the spectator, or system 0.
Eye Square’s Mobile Ad-to-Cart solution presents ads in live context from platforms such as Amazon, Facebook, Instagram and YouTube. The user is then asked to simulate a purchase in the category of the advertisement to which he was exposed, followed by a questionnaire to evaluate the effectiveness of the advertisement. The comprehensive technology combines explicit and implicit user reactions with their immediate perceptions, providing a valuable set of behavioral buying metrics to inform campaign improvements.
“Consumers today are inundated with messaging and content, with most ads only holding the viewer’s attention for a few seconds or less,” said Helen Wolf, chief information officer for the innovation accelerator. of Colgate-Palmolive in North America. “Our research with Eye Square allowed us to measure not only consumer behavior, but also the reasoning behind their choices. Deploying contextual ads on platforms like Instagram and Facebook has allowed us to understand what makes a message successful in each medium and adapt our mediums accordingly.
Eye Square is the only market research company in the world offering the ability to test advertisements in the context of live e-commerce websites and social media platforms. The company’s ad technology solutions can be deployed on desktop computers and mobile devices. The new Mobile Ad-to-Cart offering combines behavioral tracking data with explicit survey responses to provide a complete picture of the influence of advertising on customer decision-making in the increasingly important area of e-commerce.
“Traditional market research methods have proven insufficient to understand our most immediate and fundamental human reactions,” said Ephraim (Jeff) Bander, US head of Eye Square. “By focusing on perceptions and System 0, Eye Square’s mobile Ad-to-Cart solution goes beyond reason and emotion to identify the instant impression an ad makes on the viewer. Our partnership with Colgate-Palmolive has demonstrated the long-term potential of this type of testing, with data-driven insights helping to drive improved, self-driven business results for e-commerce campaigns.
About the square of the eyes
Eye Square is one of the world’s leading providers of innovative market research specializing in the areas of user experience, brand and media and customer experience research.
Founded in 1999, Eye Square pioneered the use of eye tracking for user and market research, building one of the world’s largest databases of user experience, eye tracking and advertising effectiveness. This data allows Eye Square to compare how users experience new websites, mobile apps, products and advertisements against established biomarkers.
Eye Square’s extensive customer portfolio includes major companies such as eBay, LG Electronics, Vattenfall, Deutsche Telekom, Google, and P&G, among others.