In a forum session at Spikes Asia 2013 yesterday, Breeze said that eye-tracking function allows brands to track how consumers consume advertising content, and how effective their advertising design is. "We're watching you. All the time. And that's a good thing!", he added.
The session was jointly presented with James Welch, regional director, APAC of Media Innovation Group.
"Eye-tracking is important because it is low cost and easy to understand," Breeze said. "It helps to optimise consumers' experience and track the best way to convey messages to consumers through different designs, and thus selling more products."
Welch, meanwhile, noted that data can work both way----either to nurture or destroy a brand----depending on whether the brands or the competitors have the right data.
Brands and publishers, he said, have to make sure that banner advertisements have to be consistent with editorial content to enable readers to consume both content smoothly. "Silos are for farmers, not marketers," he added.
"Optimise the media and message, and put the message at the right place."