EYE Corp Launches Eye Tracker

Out-of-home (OoH) media operator EYE Corp has launched an online eye tracking tool, which it says enables advertisers to compare which ad size, format and location provides maximum viewing engagement and maximum frequency to view.

Using the new tool, EYE Corp recently conducted an OoH audience measurement research study to capture and analyse real-time respondent behaviour in airports.

Respondents wore glasses with built-in cameras that recorded their eye movements and field of vision simultaneously, which the firm says enabled it to monitor exactly what caught the consumers' attention and engagement.

The research, which was conducted in Manchester airport, showed that respondents looked at every second panel they passed for just less than two seconds. It also found that panels in busy areas were viewed for longer periods of times.

Global Insights Director Cassandra Thomas-Smith commented: 'With the information provided by the eye tracking tool, users will be able to fine-tune their campaigns to more strategically align with the advertisers communication objectives.'

Web site: www.eyecorp.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.