"With Eye Tracking, we see first-hand where the consumer looks, what maintains their attention and all the elements affecting their visual experience during their journey through an environment."
Greg Barnett, Customer Experience Manager, Access Testing
Eye Tracking
Eye Tracking was derived from a series of studies across the Asia Pacific, the United Kingdom and the US. Participants, who were not aware of the purpose of the study, wore glasses fitted with two cameras; one tracked the pupil movements of their eyes and the other recorded the actual environment and advertising panels they were passing. Overlaid one on the other, the footage enables us to see exactly what caught consumers attention in different environments and locations.
Delivering accountability in Out-of-Home advertising
The Eye Tracking results are from a series of studies commissioned by EYE and conducted by Access Testing to gain first-hand insight into how individuals engage with EYE’s advertising media.
Revolutionary study
The series is a first of its kind in Out-of-Home audience research to understand real behaviour in real environments using real-time Flyers and Shoppers in the airport and mall environment as well as attending Students in the campus environment.
Cutting-edge technology
Built-in cameras on glasses recorded participants’ eye movement and field of vision simultaneously, delivering accurate and insightful results.
The Eye Tracking results on engagement and frequency viewing measures across different types of advertising panels have been summarised in the Eye Tracking tool and is available on our website.
With this tool our clients are able to select a precinct, format and size to compare viewing engagement and viewing frequency differences.
Click here for the Eye Tracking tool.
For more information and frequently asked questions on Eye Tracking:
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