Michael Schießl believes that the measurement crisis is the reason why the power of the internet for efficient branding is underestimated. While performance-based advertisement usually accepts sales figures as proof of impact, a great apprehension remains regarding the branding effects of online advertisement.

The implicit research of the effects of advertising, specifically focusing on spontaneous physiological reactions like eye movement by using eye-tracking, provides indicators for the ‘visual success’, that is mesured values for attention and perception.

Link to the article:
Die Measurement Crisis (new business 14/2013)