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 T5 International Departure Lounge

The Eyetracker Journey Glasses calibrated Browse IDL for 25 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 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