Transcript Eye-Tracking Study

Eye Tracking Study
Mary Falbo
Vice President Business Development, Pattison Outdoor
Michele Erskine
Director of Marketing, CBS Outdoor
Outdoor Advertising
Consumer Exposure
Study
Background
• VisionTrack was commissioned by Canada’s 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.
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.
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 Toronto
Consultant, Partner
VisionTrack’s 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.
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.
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.
• 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.
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 (TSA’s) 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.
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.
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 predetermined to avoid potential bias in product selection
post-drive.
Exposure Breakdown
A total of 535 exposures to predetermined boards were recorded.
Total
535
Male
279
Female
256
Driver
Passenger
Montreal
Ottawa
455
80
244
291
Sample Profile
27 respondents participated in the study.
2,010 minutes recorded and analyzed on a frame by frame basis.
Total
27
Male
14
Female
13
Driver
Passenger
Montreal
Ottawa
23
4
13
14
Findings
• % of Ads Seen
– By Demo
– By Market
• Average number of times looked
– By Demo
– By Market
% 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%).
Total
Male
55
53
57
Female
Driver
52
Passenger
Montreal
Ottawa
73
52
57
* Note: % Seen = % fixated on for 200 milliseconds or more
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).
2.04
Total
Male
1.95
2.12
Female
Driver
2.07
Passenger
1.9
Montreal
Ottawa
Base: Among those who saw the advertising.
2.58
1.61