Eyetracker research underlines the power of digital engagement at airports

Carried out by Europe’s only specialist eyetracking agency Eyetracker, the study uses state-of-the-art technology to pinpoint where passengers look, using high-tech ‘Eyetracking’ glasses that monitor passengers’ eye movements during their airport journey.

The latest research indicates that the impact of screens at the airport is extremely high, that passengers see almost 100 DAPs on average on their journey through the airport, that movement in the media message is key and that important lessons for campaign planning can be drawn from the non-linear way people on the move look around their environment.

JCDecaux Airport Marketing Director Richard Malton said: “The research provides a new level of understanding about digital media, with important findings that will shape the face of future campaigns at our airports. The Eyetracker research has demonstrated the high levels of engagement of the Digital Airport Panels, showing that it is a highly efficient medium with no wastage.

“It has proved that even small movements capture passengers’ attention, which has important implications for the introduction of live feeds and countdowns on our DAPs, to constantly refresh the screens for the eye,” he added.

(c) Centre for Asia Pacific Aviation. Date posted: 01-Jul-09