Taking the lead in driving airport media accountability, EYE has announced the completion of its third Eye Tracking study and the first of its kind for UK airports, having launched at Manchester Airport. The study which uses real-time passengers and measures real-time behaviour in a real environment successfully concluded its fieldwork last week.
The UK Eye Tracking study is part of EYE’s ongoing commitment to deliver an innovative and accountable airport media offering. The groundbreaking technology used in the study recorded what a number of real passengers saw as they navigated their way around and interacted with the airport environment.
John Rankin, General Manager, EYE UK 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.”
Real passengers wore glasses specially fitted with cameras which tracked the actual 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.
Stephanie Gibson, EYE UK Marketing Manager 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.”
Available mid-June, results will illustrate passengers’ engagement with airport media by format type and by precinct within the airport.
EYE has offices in and operates Out-of-Home media businesses in Australia, New Zealand, Indonesia, Singapore, the United Kingdom and the United States of America.
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.