Different types of companies use Sticky’s technology for different reasons. Based on your industry, Sticky can benefit you in multiple ways. Here are Sticky’s most common use cases:
For Market Research
Traditional methods of measuring consumer behavior have relied upon consumers’ recollection and personal account of their interaction with the stimulus. However, research shows the correlation between stated intent and actual behavior is usually low and often negative. A See-Say gap emerges from a respondent’s post-rationalization of their true behavior. This gap can cost brands millions of dollars each year.
What consumers see is an important first step in ensuring effective communication. What is never seen has no value; it has no ability to influence.
Measuring eye movements makes it possible to see through the eyes of the consumer, to record exactly where they look and objectively measure what they see, in what order and for how long.
Eye tracking works both standalone and as a very valuable adjunct to traditional market research methods. For example, when paired with survey questions following the stimulus, eye tracking experiments can break through the See-Say gap, revealing consumers’ areas of interest versus, claimed, stated interest. This combined process minimizes the risk of getting biased results and provides greater insight into consumers’ true behavior.
For Brands and Agencies
Advertisers serve billions of ad impressions every month, yet only 51% of those have the potential to be seen. Of those premium CPM’s with potential, only 50% are actually seen.
Reduce budget waste by testing creatives and publisher placements for visual engagement. Sticky measures what is seen, how quickly, and for how long to predict in-market success.
Sticky provides you with feedback from real-world consumers, allowing you to:
- Optimize creatives;
- Identify earned attention on publisher placements;
- Reduce campaign budget waste;
- Increase brand awareness;
- Increase real-world campaign ROI.
Publishers use Sticky to visually and statistically prove that their site layout is conducive to the type of advertising that a brand may wish to run and therefore the higher CPM is justified. They can also use Sticky to demonstrate that the audience that frequents their property is actually spending more time looking at the advertising when compared to the same advertising being displayed on a competitive publisher site.
Native ads work because they draw your attention or their feel part of the content but how does one measure the effectiveness of native ads beyond clicks? For certain brands, being seen is more important than a click. Native ad providers use Sticky to measure the impact of their format and that in turn allows them to demand the higher CPM that their product deserves.