Sticky (EyeTrackShop)

Sticky, which evolved from its original identity as EyeTrackShop, operates as a specialized marketing analytics firm. The company was founded in 2009 by a team including Mathias Plank, who brought experience from the media and advertising sectors to the venture.

The firm has developed a proprietary platform that utilizes webcam-based eye-tracking technology to provide brands with data on visual engagement. This platform is designed to analyze how consumers interact with various forms of digital and physical media, such as websites, advertisements, emails, and print materials. By tracking what viewers see and for how long, Sticky offers a quantitative measure of attention, which it terms "earned attention." This approach moves beyond traditional metrics like clicks or impressions to evaluate the actual visual impact of creative content.

The business model is centered on providing this data-driven analysis to a client base composed of brands, advertisers, and media agencies. These clients use the platform for creative optimization, aiming to enhance the return on investment (ROI) of their advertising campaigns and streamline their media purchasing decisions. The service delivers analytical results within hours, enabling marketing teams to shorten their innovation and testing cycles. The core offering is a detailed breakdown of which elements within a piece of marketing material capture user attention and which are overlooked. The platform also incorporates emotional analysis to gauge the affective response of viewers to the content they are seeing.

Keywords: eye-tracking, marketing analytics, visual engagement, ad optimization, media valuation, consumer insights, attention metrics, emotional analysis, creative testing, campaign ROI