Brand owners will now be able to find out who is looking at their ads across a raft of outdoor locations – including poster sites, at events and in pubs – through a new eye-tracking service being launched by video network CScreens.
Although eye tracking is already available on some poster sites, this is claimed to be the first time an advertiser can see how their campaign is performing across a variety of formats and adjust activity accordingly.
In addition to the number of people, the eye tracking technology measures how long people look at the ad, their gender and approximate age.
CScreen’s co-founder Richard Hicks – formerly head of mobile at ITV – said: “People talk about cross-platform video optimisation across PC, mobile and tablet but this is a whole new dimension incorporating in and out of home including billboards, experiential and communal locations.
“Alongside making campaigns more efficient for advertisers, it solves a crucial problem by providing accountability on how targeted outdoor advertising is. A combination of higher ROI and more accountability should provide a real boost to outdoor going forward.”
The first campaign using the solution is being run during the World Cup to measure audience engagement across TV screens at live experiential events in London, over 330 pubs and 50 five-a-side football centres.
Hicks added: “This type of scenario tells an advertiser how their TV campaign performs beyond the living room and enables them to optimise it for out of the home viewing.”
Last year, Tesco raised a few eyebrows with privacy groups by installing Amscreen face-recognition software in its forecourt shops which automatically chooses advertising based on customers’ age and gender – as well as the time of day – and then targets them in realtime.
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