Eyetracker

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

Creative Observations: Colour

• Same principles apply environment and advertising

• Bright primary colours

• Even without movement, certain colours draw attention

• People instinctively move towards the light