Eyetracker
Jan 02, 2016
What is Eyetracker?
• Technology designed for the defence industry
• Glasses with two small cameras recording:– Field of vision– Pupil focus
• Tested: 89 Screens in T5International Departure Lounge
The Eyetracker Journey
• Glasses calibrated
• Browse IDL for25 minutes
• Natural behaviour recorded
• Playback discussed in co-discovery interview
• Qualitative questionnaire
The Results - Viewing Habits
• 0.3 second adhesion – industry standard
• Saccades stitched to create full picture – saccadic viewing
• AER:High arousal = visual cortex activity
• “Cascades” of multiple screens• Non-linear browsing• Middle & near-distance viewing• Build up complex messages
In Summary
• Digital a proven success
• Each screen seen more than once
• Passengers average 99.25 impacts
Creative Observations: Movement Key To Recall
• 94% - movement is more striking
• 87% - animated ads get attention
• 44% - movement most important factor
• Even small movements grab the eye
“Ads between news flashes give you a captive
audience.”
Creative Observations: Luminescence in advertising
• 20% - Brightness is key to grab attention
• 19% - Colour is most important factor
• 39% - Luminescence vital in digital advertising