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29 Eye-Tracking Heatmaps Reveal Where People Really Look

They say the eyes tell all. Now thanks to eye-tracking technology we can tell they’re saying. Tracking eye movements can give us fascinating insights into advertising and design and reveal a few things about human tendencies.
Click the link to see some great examples.

New Eye-Tracking Tech Aims to Tackle Accountability in OOH

New eye-tracking technology has  been launched in a bid to address the growing issue of accountability in outdoor advertising.
Developed by video network CScreens, the technology will for the first time allow advertisers to see how their campaign is performing across a number of out-of-home formats and locations – from billboards to televisions in pubs – showing the number of people looking at an ad, how long they are looking for, their gender and approximate age.
The first campaign using the technology is set to run during the World Cup to measure audience engagement across TV screens at live ‘experiential’ events in London, over 330 pubs and 50 five-a-side football centres.
Via: MediaTel

Amscreen Hopes to Harness Online Transparency with Launch of Audience Assured Advertising

Amscreen has launched Audience Assured Advertising (AAA) across its digital out-of-home network, a metric it hopes will become a new standard in digital out-of-home accountability.
Amscreen claims that the AAA application is a response to the demand for more accountability and transparency from outdoor media, and that it leverages the new levels of customer information gathered by Amscreen’s digital screens.
The triple-A campaigns offer advertisers the chance to purchase against several different demographics  – more akin to TV or online ads – with the four main segments being All Adults, Men, 15-34s and 35-64s. Each audience is traded purely on impacts, with fixed cost per thousands for each.
Once a campaign is live, it can receive regular AAA Health Checks; if the initial audience predictions are correct, the campaign is left untouched. Should the campaign fall behind schedule, additional locations or hours can be added to ensure full campaign delivery.
Amscreen’s new AAA application also promises full post-campaign analysis to help planners and marketers access the campaign and optimise future activity.
The AAA application is possible because of Amscreen’s cameras in its screens, which have a viewing distance of 4.5 metres. It is claimed that they are capable of tracking up to 150 individuals at any one time.
Amscreen also claims that individuals are only registered as one view if they are calculated to have looked directly at the screen, with the promise “OptimEyes registers viewers, not looks”.
The company already includes screens in 450 Tesco petrol stations, with a weekly reach of more than five million adults.
Via: Brand Republic