P&G Slashes Wasteful Display Ad Budgets Using Eye-Tracking
CPG titan enhances ROI in Europe by up to 25%
Procter & Gamble and eye-tracking firm Sticky (formerly EyeTrackShop) have announced a European-based partnership that will likely expand to other global regions. P&G's Nordic division has evidently been saving substantial cash on display campaigns due to cancelling buys for ads that aren't seen, while trialing Sticky's eye-tracking panel.
"Applying Sticky's tracking to our digital media campaigns will help us to optimize and increase our ROI on digital marketing investments in some campaigns up to 25 percent," Krister Karjalainen, head of digital for P&G Nordic, said in a statement.
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