Announcement, December 2019
Announcement, December 2019
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What counts as attention? A glance? A gaze? A stare? The biggest struggle for any OOH media owner has always been quantifying the effect of brands taking space on our formats and just how much attention they are getting.
Eye-tracking has been around for while now and has developed in large strides since its first introductions to the market, providing media owners, agencies and advertisers with greater access to more detailed and accurate information.
Eye-tracking allows us to capture peoples’ conscious and unconscious gaze in any context or environment. The non-intrusive, wearable tech allows for natural movements and interactions, giving one of the most reliable and accurate set of results possible.
Andy Drake from Tobii Pro explains why eye-tracking research can be so valuable, “Vision is the most developed and the most important of our senses and much of our knowledge of the external world is gathered by using our eyes. Where you place your gaze and how you move your gaze is associated with what you pay attention to. It can reveal how you behave, even what you think.”
Andy continues, “There’s an established history of using eye-tracking in Out of Home media. It delivers rigorous accountability, showing you exactly what consumers see, so nothing’s forgotten or left out. We see how consumers react in real time.”
Investing in the performance of our products is something we have always been committed to, ensuring that our formats can adapt and stay relevant alongside growing trends and technologies. We are delighted to have worked with Tobii Pro recently on an examination of our environment, looking at the behavior of our audience, the performance of our advertising sites and guidelines for more effective approaches to campaigns.
Moving into 2020, we look forward to sharing the results with you and providing more insight into why our formats remain some of the most impactful advertising channels available in the market.
01 / January / 1970
01 / January / 1970
01 / January / 1970
01 / January / 1970
01 / January / 1970