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Eye-tracking tech used to optimise Yarwell Mill Country Park press campaign

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By Michael Feeley, Founder and chief exec

February 25, 2016 | 2 min read

Yarwell Mill Country Park, a Lesiure Parks UK company based in Cambridgeshire, has launched a national press advertising campaign, in association with Press Mag Media, with content optimised through the use of sophisticated eye-tracking software.

Press Mag Media utilised Gazepoint eye-tracking software.

Press Mag Media tapped the software resources available to it through its parent company Media Agency Group to run the original artwork supplied by Yarwell Mill through a rigorous screening process using Gazepoint eye-tracking software.

John Kehoe, managing director of Press Mag Media’s parent company Media Agency Group, said: “After testing a sample of Yarwell Mill’s target demographic, the results revealed that the original artwork was too text-heavy, and that several people struggled to decipher what the advertisement was actually trying to sell. By ensuring that the artwork was clearer in its message, using more appropriate imagery and emphasising its product more, we were able to re-design an eye-catching print advertisement which resonates with Yarwell Mill’s target audience.

“We’ve been championing how beneficial our digital facilities can be for clients for some time now, and this is the perfect example of what eye-tracking software can do for a campaign. We were able to adjust Yarwell Mill’s artwork so that it fulfils its purpose in some leading industry magazines and newspapers.”

Press Mag Media’s clients include Curaprox, AeroMexico, Jelly Belly and Cosatto.

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Media Agency Group

Media Agency Group is an advertising agency specialising in the purchasing and planning of all media formats across the spectrum of advertising.

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