Astral Adds Eye Tracking Analysis to Digital Signage
Outdoor advertising specialist Astral Out-of-Home has added eye tracking and vision analysis tools to its network of digital signage and displays, to enable advertisers to measure the impact their ads are having on passers-by.
The firm is one of Canada’s largest out-of-home (OOH) advertising companies, with a network of more than 9,500 advertising faces located in Québec, Ontario and British Columbia.
Its research department offers services to help clients plan and evaluate their OOH campaigns, including employing rules to attract an audience’s attention and tools to optimize an ad’s design element for maximum impact.
Using software developed by 3M, the company’s new ‘MARK Visual Optimization’ service enables advertisers to identify which elements of their outdoor campaign consumers are most likely to react to in the first three to five seconds of viewing – including the slogan, image, and logo.
In addition, the solution will show the most likely path the eye will follow when viewing the image, and adjust the ad’s layout to increase or decrease the impact of certain elements.
The new solution is part of Astral’s MARK geo-marketing intelligence service, which uses statistical data to pinpoint the movement of consumers, and offers advertisers customized solutions to optimize ad messages based on ‘urban mobility’ – such as when consumers are travelling between home and work.
Senior Director, Research Philippe Rene (pictured) comments: ‘Our research shows that the visual aspect of OOH advertising campaigns is as important as the media strategy that shapes them. Our new service allows advertisers to validate the attractiveness of each visual element in their ad and make adjustments before it hits the streets.’
Web site: www.astraloutofhome.com .