Eye Tracking Study

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Eye Tracking Study Mary Falbo Vice President
Business Development, Pattison Outdoor Michele
Erskine Director of Marketing, CBS Outdoor
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Outdoor Advertising

• Consumer Exposure
• Study

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Background

• VisionTrack was commissioned by Canadas three
  leading Out-of-Home operators Astral Media
  Outdoor, Pattison Outdoor and CBS Outdoor.
• To conduct a study on consumer exposure and
  awareness of Outdoor advertising by using its
  state-of-the-art eye tracking technology and
  analysis.

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About VisionTrack

• For the past 10 years, VisionTrack, a Canadian
  company has used the world's leading eye tracking
  technology to accurately quantify how consumers
  interact with marketing communications.

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About VisionTrack

• The People
• Gerry Grundland B.SC. MBA President and Founder
• Since 1991, Gerry has conducted numerous
  qualitative and quantitative research studies in
  order to develop the world's leading eye-tracking
  technology for a wide variety of market research
  applications.
• Professor Moshe Eizenman, D.B.A., Ph.D.
  Department of Ophthalmology and the Institute of
  Biomedical Engineering, University of
  TorontoConsultant, Partner

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VisionTracks Eye Tracking Technology

• State-of-the-art eye tracking technology used to
  quantify how drivers/passengers interact with
  outdoor ads.
• Records exactly what the driver and passenger
  sees as they travel.

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How Eye Tracking Works

• Eye movement behaviour consists of stops - known
  as fixations - interspersed with a sequence of
  rapid eye movements called saccades. During
  fixations, the eye is in a resting position.
• While at rest, an image is built up in the retina
  and perceived by an individual. VisionTrack
  records these fixations (in milliseconds) onto
  videotape.
• The videotape shows each respondent's eye
  position as it moves over the material being
  researched. This recording was then analyzed
  manually frame by frame.

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The Eye Tracking Measures.

• Seeing
• If a respondent looked for at least 200
  milliseconds (a count of 6 frames) at any sign
  even once, that respondent is considered as
  having seen the sign.

Source University of Toronto, Institute of
Biomaterials Biomedical Engineering, Professor
M. Eizenmann Summary of Physiological Studies
February 2006.
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• Number of Fixations of Times Looked
• Represented by the number of times that each of
  the respondents fixated for a minimum of 200
  milliseconds on a test sign.

Source University of Toronto, Institute of
Biomaterials Biomedical Engineering, Professor
M. Eizenmann Summary of Physiological Studies
February 2006.
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Research Methodology

• A route was selected in Ottawa and Montreal
• that provided exposure to a variety of outdoor
  advertising products including trio boards,
  standard posters, superboards, bus shelters
  (TSAs) and a column with representation from
  multiple operators.
• that provided exposure to various driving
  conditions in town, highway, congested, etc
• that was driven at different times during the
  day morning peak, morning non-peak, afternoon
  non-peak, afternoon peak and night.

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Research Methodology

• Drive commenced at a generic location.
• Respondents were advised of the route that they
  would be driving (or be driven) and that their
  eye movement would be monitored with the eye
  camera during the drive.
• Respondents did not know that the study was about
  advertising or in any way related to outdoor
  advertising.

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Sample Overview

• 535 outdoor exposures were eye-tracked for
  analysis among 27 respondents in Montreal and
  Ottawa during September 2005.
• The 36 Outdoor units included for analysis were
  pre-determined to avoid potential bias in product
  selection post-drive.

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Exposure Breakdown
A total of 535 exposures to predetermined boards
were recorded.
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Sample Profile
27 respondents participated in the study. 2,010
minutes recorded and analyzed on a frame by frame
basis.
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Findings

• of Ads Seen
• By Demo
• By Market
• Average number of times looked
• By Demo
• By Market

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of Ads Seen
Over half, 55 of the ads selected for analysis
were seen by respondents. Passengers were more
likely to see ads (73) than drivers (52) and
women (57) were slightly more likely to see ads
than men (53).
Note Seen fixated on for 200
milliseconds or more
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Avg. Times Looked
Among those who looked at the advertising, on
average they looked at the ad 2.04 times on this
single drive by. Women looked more (2.12 times)
than men (1.95 times), Drivers (2.07 times) more
than Passengers (1.9 times).
Base Among those who saw the advertising.
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