2. What is Eyetracker?
• Technology designed for
the defence industry
• Glasses with two small
cameras recording:
– Field of vision
– Pupil focus
• Tested: 89 Screens in T5
International Departure
Lounge
3. The Eyetracker Journey
• Glasses calibrated
• Browse IDL for
25 minutes
• Natural behaviour recorded
• Playback discussed in co-
discovery interview
• Qualitative questionnaire
4. 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
5. A proven success
• Digital a proven success
• Each screen seen more than once
• Passengers average 99.25
impacts
6. Movement is 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.”
7. Luminescence is vital in digital advertising
• 20% - Brightness is key to grab
attention
• 19% - Colour is most important
factor
• 39% - Luminescence vital in
digital advertising
8. Bright primary colours work best
• Same principles apply
environment and
advertising
• Bright primary colours
• Even without movement,
certain colours draw
attention
• People instinctively move
towards the light
Editor's Notes
Pioneering technology originally designed for the defence industry Unobtrusive glasses mounted with two small cameras recording: Field of vision Pupil focus
Glasses calibrated in recruitment area Browse IDL for 25 minutes Respondents behave naturally Confined to Departure Lounge screens only
0.3 second adhesion Accepted as industry standard for focused viewing Respondents stitch together small parts ( “saccades” ) to create full picture ( “saccadic viewing” ) High arousal in airport promotes visual cortex activity High cortex activity promotes rapid concentration
Eyetracker has proven the success of JCDecaux Airport Digital Each DAP seen more than once per passenger journey DAP network achieves 99.25 impacts per passenger journey The network works – but how can your creative work harder?
