Tobii Pro Launches New Mobile Eye Tracking Solution for Marketing and Advertising Research

Rhea-AI Summary

Tobii Pro has launched a new mobile capability for its Sticky marketing research platform, making eye tracking accessible on desktop, laptop, and mobile devices. This self-service platform integrates webcam eye tracking and emotion recognition, enabling companies to analyze consumer behavior seamlessly across devices. The new feature allows researchers to gauge advertising effectiveness and consumer responses to packaging without needing extra hardware. Procter & Gamble has tested the capability and found it beneficial for measuring media attention in a mobile-first consumer landscape.

Positive

• Launch of mobile capability for Sticky platform enhances market research efficiency.
• No additional hardware or software needed, making it user-friendly.
• Procter & Gamble's positive feedback indicates strong market interest.

Negative

• None.

STOCKHOLM, June 8, 2021 /PRNewswire/ -- Tobii Pro, the global leader in eye tracking research solutions, today introduces a new mobile capability for their marketing and advertising research platform Sticky by Tobii Pro. For the first time, eye tracking research is now available for advertisers and marketers on desktop, laptop and mobile devices. 

Sticky by Tobii Pro is a self-service online platform used for marketing and advertising researchers that combines webcam eye tracking and emotion recognition with online survey questions, making advanced quantitative research simple. With the new mobile capability, advertising and packaging researchers can gather insight into consumer behavior on smartphones. It will enable companies to determine the impact that advertising content has on awareness and how users respond to it, and measure users' reaction to different packaging designs and product details.

The mobile capability provides the ability to collect eye tracking data, without requiring additional hardware or software installations. By gathering insight into consumer behavior on devices consumers use most frequently, marketers and advertisers gain improved marketing effectiveness and speed to insight. 

"We are now expanding the scope of the Sticky platform by adding a brand-new mobile capability, making Sticky a one-stop-shop for advertising and packaging studies", said Ali Farokhian, VP of Market Research & User Experience at Tobii Pro. "In today's fast changing society with mobile-first generations and where attention is a currency, marketers need to understand customers ever-changing preferences and interests, across all devices." 

Procter & Gamble, one of the world's largest advertising buyers globally, has been testing the new capability for ad performance and has already seen benefits from the new solution: 

"As consumers move their media behavior more and more mobile, Sticky enables learnings & insights from where the consumers really are and, consequently, allow us as P&G to continue keep the consumer at heart. During our pilot study with Sticky by Tobii Pro, we discovered a great tool to measure media attention through a smoothly handled project given Tobii's collaborative approach.", said Tobias Graaf Bjöersdorff, Nordic Data & Digital Brand Manager at Procter & Gamble.

For more information, visit: www.tobiipro.com/product-listing/sticky-by-tobii-pro

Contact

Lina Perdius, Head of Communications, Tobii AB, phone: +46 (0)70 018 78 75, email: lina.perdius@tobii.com

Henrik Mawby, Investor Relations, Tobii AB, phone: +46 (0) 72 219 82 15, email: henrik.mawby@tobii.com 

This information was brought to you by Cision http://news.cision.com

https://news.cision.com/tobii-ab/r/tobii-pro-launches-new-mobile-eye-tracking-solution-for-marketing-and-advertising-research,c3363077

The following files are available for download:

https://mb.cision.com/Main/2874/3363077/1429135.pdf	Tobii Pro launches new mobile eye tracking solution - press release - 8June2021
https://news.cision.com/tobii-ab/i/sticky-mobile-data-collection-image,c2922946	Sticky Mobile Data Collection Image

 

View original content:http://www.prnewswire.com/news-releases/tobii-pro-launches-new-mobile-eye-tracking-solution-for-marketing-and-advertising-research-301307821.html

SOURCE Tobii AB

FAQ

What is the new mobile capability of Sticky by Tobii Pro?

The new mobile capability allows eye tracking research on mobile devices, enabling advertisers to gather insights on consumer behavior without additional hardware.

When was the new mobile tracking feature for Sticky launched?

The new capability was launched on June 8, 2021.

How does the mobile capability affect marketing strategies?

It enhances marketing effectiveness by allowing companies to measure consumer reactions and engagement across the devices they use most.

Who has tested the new mobile capability of Sticky?

Procter & Gamble has tested the new capability and reported positive insights for their advertising strategies.

Is there any additional hardware required for the new Sticky mobile feature?

No, users can collect eye tracking data without needing any additional hardware or software installations.