Tuesday, June 12, 2007

Eye-Tracking Device Lets Billboards Know When You Look at Them

A Queen’s University Computing professor’s invention – to be unveiled today at Google’s corporate headquarters in California – provides a unique, affordable way for advertisers to track the effectiveness of their messages by measuring how many people are looking at their billboards and screens.

Billboards that know when you're looking at them will soon be a reality, if new eye-tracking gear from a Canadian startup makes good on its maker's claims.

The eyebox2 from xuuk is a palm-size video camera surrounded by infrared light-emitting diodes. It can record eye contact with 15-degree accuracy at a distance of up to 33 feet. A simple glance from a passerby scores an impression, providing a tally that enables new Google-like measurement metrics that real-world advertisers could only dream about until recently.

Read the article here and here



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