In the video below you can see an overlay of what viewers actually looked at during the 10 seconds.The scale goes from blue (little attention) to red (a lot of attention). . So let’s look at second 3 and 5 of the video, the snapshots are shown below. From this it becomes clear that both peaks were caused by the same headline ‘Schwarzenegger offers Trump a job exchange’.
But the eye tracking results reveal even more. From the beginning viewers look at the pictures and the linked headlines perceiving them instantly. Not only the headlines are noticed but the logo of the Bild is also seen for 6.2 seconds, translating to 62% of total viewing time. That is great for the Bild, but how about the advertiser on the right side. Did it pay off to display the banner ad on Bild.de? The answer is yes. Viewers looked closely at the slogan of the banner for 3.2 seconds and they also saw the logo of the company that was advertising for 1.9 seconds. These are great results for Bild and the advertiser regarding brand recall and message perception.