Dentsu Integrates Consumer Eye-Tracking Into Global Retail Media Planning
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In what it claims to be a "world's first," Dentsu this morning announced it has completed the integration of consumer eye-tracking data in retail locations into its proprietary media planning system.
The eye-tracking data, which is managed by attention measurement firm Lumen Research for the U.K.'s convenience-focused Co-op Media Network.
The announcement, which included stock photos evoking eye-tracking (see one above), utilizes that technology, as part of Lumen's global surveys measuring consumer attention in retail locations.
While I a variety of agencies have utilized similar technologies in testing and measurement, Dentsu is claiming its is the first to have been integrated into its media planning and workflow systems
While the use of eye-tracking technology in advertising may sound futuristic, Dentsu’s move signals a broader shift worth watching—especially for political marketers who understand the value of authentic voter connection over broad, bloated ad spend. Instead of relying on outdated focus groups or generic demographic assumptions, eye-tracking offers real behavioral insight, helping campaigns sharpen messaging and reduce waste. In an age where trust in media is fractured and voters are more discerning than ever, precision matters more than volume. Conservatives who prioritize efficient, targeted outreach—particularly at the grassroots level—should see this as a tool to compete smarter, not just louder. That said, we should remain vigilant about how and where this data is used, especially when it comes to respecting individual privacy and guarding against Big Tech overreach. ~Political Media
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