A new eye tracking study conducted by our partner eyetracker in the UK demonstrates the powerful engagement of Digital Airport Panels (DAPs) at UK airports.
The research commissioned by JCDecaux and BAA was conducted at the international departure lounge of Heathrow Terminal 5. It tested passengers wearing the Mobile Eye eye-tracking glasses as they moved freely through the airport. The Mobile Eye monitors a person’s eye movements, pinpointing where they look, collecting point of gaze and pupil information during the performance of natural tasks.
This study found that the screens’ impact at the airport is extremely high with passengers seeing almost 100 DAPs on average on their journey through the airport with movement in the media message confirmed as a key element.
The non-linear way people who are on the move look around their environment is also of note. The report concluded that advertisers should refresh their creative in banks of three to four screens so that passengers can absorb messages before reaching the next bank of screens where the message can be reinforced.
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.