EYE Showcase Revolutionary Audience Studies At Spikes Asia
9 September 2009 – EYE and its audience insights partner, Access Testing, will be showcasing innovative Out-of-Home audience studies using Eye Tracking technology during the Spikes Asia Festival at the Suntec Singapore International Convention & Exhibition Centre from 16 to 18 September 2009.
Visitors to EYE's booth will be able to experience first-hand the state-of-the-art advertising measurement tool used in EYE's series of studies.
Tested on multiple formats, at multiple terminals and in multiple countries, the series is a first of its kind in Out-of-Home audience research to understand real behaviour in real environments using real-time travellers in the airport environment and attending students in the campus environment.
Participants in the studies wore a special pair of glasses fitted with two cameras – one tracked the pupil movements of their eyes and the other recorded the actual environment and advertising panels they were passing. Overlaid one on the other, the footage revealed what caught consumers' attention in different environments and locations.
EYE had commissioned Access Testing, Australia’s largest independent testing company, to conduct these studies in Singapore, New Zealand and United Kingdom.
“As the leading global specialists in Eye Tracking and engagement testing, we are delighted to showcase our unique services and technology at Spikes Asia. As pioneers in the field of advertising measurement, it is only fitting that we will highlight how we literally ‘see though the eyes of the customer’ at this inaugural event,” said Tony Bailey, Managing Director of Access Testing.
Terry Savage, Spikes Asia Festival Chairman commented, “The biggest and most important element of Spikes Asia is the learning experience. We are delighted that EYE will be showcasing the revolutionary Eye Tracking technology for our delegates attending the festival.”
“As a champion in accountability, creativity and innovation in the Out-of-Home sector internationally, EYE is pleased to share with the creative professionals, media planners and marketers attending Spikes Asia the factors in engaging consumers' attention in Out-of-Home executions,” added Raju Bhakta, General Manager at EYE Singapore.
