CScreens Unveils New OOH Eye Tracker

Digital video ad network CScreens has launched a new eye tracking tool to measure who is looking at advertising across multiple outdoor formats, such as billboards, and ads at events and in pubs.

CScreens' new solution enables advertisers to see how their campaign is performing across a variety of OOH formats and locations, including TV viewed outside the home. In addition, the technology measures how long people look at an ad, their gender, and their approximate age.

The first campaign using the solution is being run during the World Cup, to measure audience engagement across TV screens at live 'experiential' events in London, more than 330 pubs, and 50 five-a-side football centres.

Richard Hicks (pictured), CScreens co-founder, comments: 'Alongside making campaigns more efficient for advertisers, this solution solves a crucial problem by providing accountability on how targeted outdoor advertising is. This type of scenario tells an advertiser how their TV campaign performs beyond the living room and enables them to optimise it for out of the home viewing.'

Web site: www.cbrandslimited.com .