A passenger at Manchester Airport wearing glasses fitted with cameras that tracked the movements of their eyes |
UK. Airport media specialist EYE has completed its third Eye Tracking study at Manchester Airport – its first such study of airport media in the UK. The ground-breaking technology used in the research recorded what a number of real passengers saw as they navigated their way around the airport.
The study uses real-time passengers and measures real-time behaviour in a real environment and is part of EYE’s aim to deliver an innovative and accountable airport media offering, the company said.
The findings, available in mid-June 2009, will aim to illustrate passengers’ engagement with airport media by format type and by precinct within the airport.
EYE UK General Manager John Rankin said: “Media is under more scrutiny than ever before and the Eye Tracking study at Manchester Airport is designed to deliver real, credible results direct from flyers themselves. The industry will be able to see exactly what our passengers saw as they moved through the airport.”
During the study, real passengers wore glasses specially fitted with cameras that tracked the movements of their eyes. A recording of what the passengers looked at during their journey was made and will be analysed by Access Testing, an independent technology testing company based in Australia.
EYE UK Marketing Manager Stephanie Gibson said: “The UK roll-out of the Eye Tracking study will enable us to draw comparisons between our markets, adding to our knowledge of flyers’ behaviour and how they view airport media.”
About EYE
EYE has offices in and operates out-of-home media businesses in Australia, New Zealand, Indonesia, Singapore, the UK and the US.
Eye Corp Pty Ltd is a wholly-owned subsidiary of Ten Network Holdings Limited, a publicly listed company, which operates Australia’s TEN television network.
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