Wednesday, April 27, 2011
Moat: A Search Engine for Ads
Moat.com has a very interesting concept and one which I need to internalize and really think how this technology can be used outside the box.
Moat has a proxy for attention. It can generate a heat map of where people hover their mouse over an ad, and where they click as well. What you end up with is something like the heatmap shown above for HauteLook. An image of a woman in the ad, while more attractive, turned out to be too distracting, whereas an image of a shoe results in 2.6 times more clicks on the join button. Moat offers these heatmap analytics to brand advertisers, to help them figure out which display ads are the most engaging and to give them tools to fix the ones that are not working.