Eye Tracking Study

Mary FalboVice President Business Development, Pattison Outdoor

Michele ErskineDirector of Marketing, CBS Outdoor

Outdoor AdvertisingConsumer Exposure

Study

Background

• VisionTrack was commissioned by Canada’s three leading Out-of-Home operators: Astral Media Outdoor, Pattison Outdoor and CBS Outdoor.

• To conduct a study on consumer exposure and awareness of Outdoor advertising by using its state-of-the-art eye tracking technology and analysis.

About VisionTrack

• For the past 10 years, VisionTrack, a Canadian company has used the world's leading eye tracking technology to accurately quantify how consumers interact with marketing communications.

About VisionTrackThe People • Gerry Grundland B.SC. MBA

President and Founder – Since 1991, Gerry has conducted numerous qualitative and

quantitative research studies in order to develop the world's leading eye-tracking technology for a wide variety of market research applications.

• Professor Moshe Eizenman, D.B.A., Ph.D. Department of Ophthalmology and the Institute of Biomedical Engineering, University of TorontoConsultant, Partner

VisionTrack’s Eye Tracking Technology

•State-of-the-art eye tracking technology used to quantify how drivers/passengers interact with outdoor ads.•Records exactly what the driver and passenger sees as they travel.

How Eye Tracking Works• Eye movement behaviour consists of stops - known as

fixations - interspersed with a sequence of rapid eye movements called saccades. During fixations, the eye is in a resting position.

• While at rest, an image is built up in the retina and perceived by an individual. VisionTrack records these fixations (in milliseconds) onto videotape.

• The videotape shows each respondent's eye position as it moves over the material being researched. This recording was then analyzed manually frame by frame.

The Eye Tracking Measures….

• “Seeing”

If a respondent looked for at least 200 milliseconds (a count of 6 frames) at any sign even once, that respondent is considered as having seen the sign.

Source: University of Toronto, Institute of Biomaterials & Biomedical Engineering, Professor M. Eizenmann Summary of Physiological Studies February 2006.

• Number of Fixations = # of Times Looked

Represented by the number of times that each of the respondents fixated for a minimum of 200 milliseconds on a test sign.

Source: University of Toronto, Institute of Biomaterials & Biomedical Engineering, Professor M. Eizenmann Summary of Physiological Studies February 2006.

Research Methodology• A route was selected in Ottawa and Montreal…

– that provided exposure to a variety of outdoor advertising products including trio boards, standard posters, superboards, bus shelters (TSA’s) and a column with representation from multiple operators.

– that provided exposure to various driving conditions: in town, highway, congested, etc…

– that was driven at different times during the day: morning peak, morning non-peak, afternoon non-peak, afternoon peak and night.

Research Methodology• Drive commenced at a generic location.

• Respondents were advised of the route that they would be driving (or be driven) and that their eye movement would be monitored with the eye camera during the drive.

• Respondents did not know that the study was about advertising or in any way related to outdoor advertising.

Sample Overview

• 535 outdoor exposures were eye-tracked for analysis among 27 respondents in Montreal and Ottawa during September 2005.

• The 36 Outdoor units included for analysis were pre-determined to avoid potential bias in product selection post-drive.

Exposure Breakdown

291

244

80

455

256

279

535

Ottawa

Montreal

Passenger

Driver

Female

Male

Total

A total of 535 exposures to predetermined boards were recorded.

Sample Profile

14

13

4

23

13

14

27

Ottawa

Montreal

Passenger

Driver

Female

Male

Total

27 respondents participated in the study. 2,010 minutes recorded and analyzed on a frame by frame basis.

Findings

• % of Ads Seen– By Demo– By Market

• Average number of times looked– By Demo– By Market

% of Ads Seen*

57

52

73

52

57

53

55

Ottawa

Montreal

Passenger

Driver

Female

Male

Total

Over half, 55% of the ads selected for analysis were “seen” by respondents. Passengers were more likely to see ads (73%) than drivers (52%) and women

(57%) were slightly more likely to see ads than men (53%).

* Note: % Seen = % fixated on for 200 milliseconds or more

Avg. # Times Looked

1.61

2.58

1.9

2.07

2.12

1.95

2.04

Ottawa

Montreal

Passenger

Driver

Female

Male

Total

Base: Among those who saw the advertising.

Among those who looked at the advertising, on average they looked at the ad 2.04 times on this single drive by. Women looked more (2.12 times) than men

(1.95 times), Drivers (2.07 times) more than Passengers (1.9 times).