Promoted
Mindshare

How the world's really seen: 5 things we discovered

The way we see the world - and the way we see content - has changed with our use of mobile devices.

How the world's really seen: 5 things we discovered

This Huddle session looked at how we "see" in everyday life, reviewing eye-tracking video of people walking, shopping, eating, chatting, driving and watching or reading.

By seeing how we really use our eyes in everyday life, we can get a fresh idea of how media and brands are used.   

The five things we learnt…

1 In stores we alternate between scanning and close focus. A lot of the time is spent just finding things.

2 In the street and on public transport we use mobiles continually. 

3 We pay less attention to TV than we think. We are easily distracted.

4 Childcare and cleaning demand high focus and brain power; watching video is high on attention but low on brain power.

5 We pay more attention to mobile video and VOD than we think. Small devices capture attention better (as long as they are simple to focus on).

But the most important lesson was to see the world as we actually do, not as our strategic analysis thinks we view it. And that small devices might be the doorway to real viewer attention…

Rob Ellis is director at COG Research

Topics

You have

[DAYS_LEFT] Days left

of your free trial

Subscribe now

Cannes Offer: 12 weeks' online access from just £12

Subscribe to Campaign before the end of Cannes Lions and save up to 71%

SUBSCRIBE

Looking for a new job?

Get the latest creative jobs in advertising, media, marketing and digital delivered directly to your inbox each day.

Create an Alert Now
Share

1 Publicis Groupe withdraws from marketing and awards to focus on AI-powered platform Marcel

Publicis Groupe is pulling out of all marketing activity for the next 365 days - and won't be entering awards at Cannes next year - as it focuses its resources on developing Marcel, described by chief executive Arthur Sadoun as a ground breaking new platform.

Job description: Digital marketing executive
Shares0
Share

1 Job description: Digital marketing executive

Digital marketing executives oversee the online marketing strategy for their organisation. They plan and execute digital (including email) marketing campaigns and design, maintain and supply content for the organisation's website(s).

Just published

More