What draws the eye in advertising?

What are consumers actually looking at? Business Insider shows us in, '29 Eye-Tracking Heatmaps Reveal Where People Really Look.' Eye-tracking technology maps visual attention patterns onto images using heat mapping.

Viewers attention divided by gender | Business Insider

Viewers attention divided by gender | Business Insider

In this example, both men and women focus primarily on the models' face, demonstrating why famous faces book jobs.

See all 29 images here.