Eye Square, a leading global media and market research solutions provider based in Berlin, is proud to announce its full membership of the Advertising Research Foundation (ARF) starting in 2023. Through this membership, Eye Square aspires to contribute to the continued development of the industry.
The evolution from purely technical measurement (based on impressions/exposure) to truly meaningful tracking, measurement, and analysis of consumer attention across all channels of digital advertising.
With the global digital advertising market expected to grow well over $600 billion next year, the needs and opportunities for the market research community abound. High-traffic digital channels, including Instagram, Meta, TikTok, and YouTube, are now an essential pillar of any brand’s digital media strategy.
At the same time, retail platforms like Amazon are now important platforms for e-commerce. Realizing the value of testing and measuring advertising mediums in context across these platforms, Eye Square engaged in research to find out the meaning and value of consumer attention to each vehicle.
With a strong background in latent research and eye-tracking technology, Eye Square focuses on the unique integration of science, technology, and art, bringing this expertise into solutions. InContext to address research challenges in brands and media. Neuroscience research, behavioral science, and technology experience underpin many of the company’s InContext solutions for all digital channels, from digital television to social and retail.
Eye Square’s Ad2Cart and InContext technologies are deployed worldwide by leading market research firms. Eye Square’s unique neural model represents a breakthrough in research for the advertising industry, helping marketers go beyond simple perceptions to understand and analyze customer attention at home.
cognitive and intuitive levels. In partnership with ARF, Eye Square intends to raise awareness of these important technologies and demonstrate the importance of meaningful attention measurement to drive the future of effective advertising. “Meaningful Attention” is the latest advancement in the industry from measuring impressions to measuring engagement so that meaningful attention can now be measured and measured.
“For Eye Square, ARF represents a perfect partner as we aim to take a larger role in shaping the overall direction of the advertising industry,”
“The members and leaders at ARF share our commitment to innovation and our vision for a future of advertising that goes beyond surface-level measurement to understanding the meaning behind customer attention, intent and actions. We look forward to a fruitful partnership that leads to better advertising outcomes for marketers and consumers alike.”
Ephraim (Jeff) Bander, chief revenue officer at Eye Square.