Why Purina’s Premium Brand Sees Eye-Tracking as a Viable Replacement for Third-Party Cookies

Table of Contents

  1. Introduction
  2. The Background and Need for Change
  3. Implementation of Eye-Tracking: The Case of Lily's Kitchen
  4. Results and Learnings
  5. Implications for Marketers
  6. Conclusion
  7. FAQ

Introduction

Imagine a world where advertisers can understand exactly which part of an ad captured your attention and analyze how long you engaged with it. As the digital landscape evolves and third-party cookies gradually phase out, such innovative measurement techniques are becoming increasingly crucial. One of these groundbreaking methods is eye-tracking, which is now being utilized by Lily’s Kitchen—a premium brand operated by Nestlé Purina.

In this blog post, we'll delve into the experiment conducted by Lily's Kitchen, exploring how eye-tracking was implemented, the results gathered, and the broader implications for marketers looking to navigate a cookie-less future. We will also discuss the potential pros and cons of adopting eye-tracking as a standard measurement tool and provide insights into how it could reshape advertising strategies. By the end of this article, you’ll have a comprehensive understanding of why eye-tracking is being hailed as a viable replacement for third-party cookies, and how it could revolutionize the marketing world.

The Background and Need for Change

The Cookie Conundrum

For years, third-party cookies have been the backbone of digital advertising, enabling marketers to track user behavior and measure ad performance. However, growing privacy concerns and stringent regulations like the General Data Protection Regulation (GDPR) have led to the decline of third-party cookies. Major browsers like Safari and Firefox have already blocked them, and Google's Chrome is set to follow suit, prompting marketers to look for alternative tracking and measurement solutions.

Enter Eye-Tracking

Amidst this landscape, Lily’s Kitchen undertook a bold experiment to incorporate eye-tracking into its campaign measurement. Eye-tracking uses sensors to follow where a viewer's gaze lands on a digital ad and measures the time spent looking at specific elements. This allows advertisers to gauge how much attention their ads are capturing and use this data to optimize their campaigns.

Implementation of Eye-Tracking: The Case of Lily's Kitchen

The Objective

Lily’s Kitchen aimed to target pet owners in the U.K., specifically in their mid-20s to late-30s. These are individuals who consider their pets as family members and are willing to invest in premium pet food. The goal was to increase brand awareness and purchase intent by capturing genuine audience attention.

The Method

The brand collaborated with U.K.-based performance agency Journey Further to execute this experiment. They utilized in-house creative content for banner display ads and various video formats, including interactive video units. These ads were then shown to a 1,000-strong research panel by eye-tracking specialist Lumen, which measured "attentive seconds per mille" (APM) as the core metric for ad effectiveness.

The Metrics

Throughout the three-month campaign (September to November), the team optimized their approach daily, analyzing which creative elements, ad sizes, and domains drove better APM. Besides APM, brand lift studies were conducted to monitor changes in brand awareness and purchase intent. By focusing on these metrics, Lily’s Kitchen aimed to derive actionable insights to enhance future campaigns.

Results and Learnings

Impressive Gains

The test campaign yielded remarkable results. Brand lift studies indicated a 15% increase in brand awareness and a 23% rise in purchase intent among the target audience. Furthermore, there was a 22% uptick in new customers and a 13% year-on-year revenue increase during the Black Friday/Cyber Monday period.

Continuous Improvement

Buoyed by this success, Lily’s Kitchen incorporated the attention proxy approach into its ongoing advertising from February onward. Despite a smaller budget and fewer supplementary activities, the campaign continued to deliver strong results. These learnings were invaluable in tweaking and optimizing the subsequent campaigns for even better performance.

Implications for Marketers

The Advantages

Eye-tracking offers several benefits over traditional metrics:

  1. Accuracy: Eye-tracking provides precise data on which parts of an ad captured the viewer's attention and for how long.
  2. Real-Time Optimization: The ability to optimize campaigns in real-time based on immediate feedback.
  3. Enhanced Creativity: Marketers can test and refine creative elements to ensure they resonate with the audience.
  4. Privacy-Centric: Unlike third-party cookies, eye-tracking respects user privacy while delivering valuable insights.

Potential Limitations

However, there are also potential downsides to consider:

  1. Cost: Implementing eye-tracking technology can be expensive, which might be a barrier for smaller brands.
  2. Limited Scope: As noted by Kepler Group’s Michael Kania, eye-tracking is better suited for top-of-funnel activities related to brand awareness rather than direct conversions.
  3. Integration Challenges: Combining eye-tracking data with other measurement frameworks can be complex.

The Future Landscape

Despite these challenges, the initial success of Lily’s Kitchen's campaign suggests that attentive seconds-per-mille could indeed earn a prominent place in future advertising strategies. While it may not become the sole metric of success, it can complement other methods to form a robust, multifaceted approach to ad measurement.

Conclusion

As the digital advertising landscape shifts away from third-party cookies, innovative solutions like eye-tracking offer a promising alternative. Lily’s Kitchen’s successful experiment illustrates the potential of this technology to not only replace traditional tracking methods but also to provide deeper insights into audience engagement. By focusing on genuine attention metrics, marketers can craft more compelling and effective campaigns.

While there are challenges to overcome, the benefits of eye-tracking—such as enhanced accuracy, privacy compliance, and real-time optimization—make it a valuable tool in the evolving world of digital marketing. As more brands adopt this approach, eye-tracking could very well become a staple in the marketer’s toolkit.

FAQ

1. What exactly is eye-tracking?

Eye-tracking is a technology that uses sensors to monitor where a viewer’s gaze lands on a digital ad and measures the duration of their focus on specific elements.

2. Why is eye-tracking considered a suitable replacement for third-party cookies?

Eye-tracking respects user privacy while providing precise data on audience engagement, making it a compliant and accurate alternative to third-party cookies.

3. What is 'attentive seconds per mille' (APM)?

APM is a metric used to measure the effectiveness of an ad by calculating the attentive seconds per thousand impressions. It indicates how much time viewers spend looking at an ad.

4. Are there any limitations to using eye-tracking for ad measurement?

Yes, the cost of implementing eye-tracking technology can be high, and it may be better suited for top-of-funnel activities like brand awareness rather than direct conversions.

5. How did Lily's Kitchen benefit from using eye-tracking in their campaign?

Lily’s Kitchen saw a 15% increase in brand awareness, a 23% increase in purchase intent, and a 13% year-on-year revenue rise during the Black Friday/Cyber Monday period, illustrating the effectiveness of eye-tracking as a measurement tool.