At Eye, we’re an inquisitive bunch and wanted to know more about how people consume Out-of-Home advertising. So we used advanced Eye-Tracking technology to look through consumers’ eyes to measure visual engagement with our formats in airports, shopping centres and on campus.
The results from our studies show that while everybody engages with advertising, interaction is impacted by things like site movement (digital screens), size, height and angle, environment and corridor type.
Tracking by Eye confirms that people actively engage with Out-of-Home advertising and that by selecting the right solution, creative treatment and format choice can attract some serious attention.
• In airports, people look at every 2nd ad they pass and they interact with each ad for an average of 2 seconds
• In shopping centres, people look at every 2nd ad they pass and half again will take a second look • On campus, one Study by Eye panel engages 93% of students weekly • Movement attracts attention: digital formats generate 50% more engagement than static formats • Attention seeking behaviour: Over 70% of views to digital formats occur on the creative change
N=96 people flying, shopping, or studying that day
4 studies March 2008 - June 2010
Airports (Singapore and Manchester), shopping centres (USA), university campus (NZ)
To find out more contact us now.