The study used real-time respondents wearing glasses with built-in cameras that recorded the participants' eye movement and field of vision, which allowed Eye to monitor what caught the consumers' attention.
The tool allows agencies to compare different formats, sizes and environments and determine which combination provides maximum viewing engagement and frequency. In the UK, the research was carried out in Manchester Airport.
Cassandra Thomas-Smith, global insights director at Eye Corp, said the interactive tool offers ease and flexibility to clients and agencies, and uses key engagement findings to allow agencies to fine tune campaigns that are strategically aligned with advertisers' communication objectives.
The Eye Tracking research launched in June. The results showed participants in Manchester looked at every second panel they passed for just less than two seconds, which a spokesman from Eye said is significantly longer then the time necessary for exposure to be remembered.
The research also found that though panels along corridors, where there was less distraction, tended to attract more attention, panels in busier areas offered longer overall viewing times.
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