Out-of-home companies release eye-tracking study results
By Adnews Staff
Astral Media Outdoor, Pattison Outdoor and Viacom Outdoor have released the result of an eye-tracking study commissioned by the three companies in September 2005. The study, conducted by Visiontrack, was intended to measure the perception of drivers of out-of-home advertising. Participating automobile drivers and passengers wore devices that recorded everything in their fields of vision and the duration for which they looked at specific objects as they moved through traffic. An object which the eye rested upon for at least 200 milliseconds was deemed to have been “seen.” According to the results of the study, 55% of the ads were “seen” by the participants on their first drive-by. Participants looked at each ad approximately twice. Ads with rotating creative attracted slightly more looks than static displays. Women saw the ads 57% of the time, while men saw them 53% of the time. Passengers saw the ads 73% of the time, while drivers saw them only 52% of the time.