[November 30, 2015] |
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Tobii AB: Tobii Pro Launches World's First Large-Scale, Eye Tracking Survey Panel
Regulatory News:
Tobii Technology (STO:TOBII)
Tobii Pro (http://www.tobiipro.com/),
the global leader in eye-tracking research solutions, launches the
world's first large-scale survey panel with continuous online attention
data collection from 1,000 eye trackers, set up in Swedish households.
Attention data will facilitate the evaluation of digital advertising for
publishers and brands. Tobii has signed an agreement with Adssets, an
advertising solutions provider serving many of the leading online
publishers in the Nordics and Europe, to provide data from the panel
starting in Q1, 2016.
Eye tracking is a powerful, rapidly growing research method for
understanding human behavior by revealing what a person is looking at.
Publishers and brands use it for insights into how audiences and
consumers attend to and engage with different marketing messages. Until
today, eye-tracking data has mainly been collected in research labs or
at store facilities.
Tobii Pro now deploys the world's first large-scale in-home survey panel
equipped with eye tracking. In a representative sample of the country's
population, 1,000 Swedish households will opt-in to the panel and have
an eye tracker attached to a laptop or desktop computer in their home.
This panel enables attention data to be collected continuously from a
large number of people during their everyday use of digital media. In
the collaboration with Adssets, the data will be converted to visual
engagement metrics, which Adssets will then make available to publishers
and brand owners, opening up new ways to evaluate the effects of online
advertising spending.
"Visual engagement measurements present exceptional opportunities for
brands to connect with consumers in new and exciting ways," said Rickard
Ebersjö, CEO of Adssets. "Adssets is known in the market for rich media
advertising that truly engages the conumer and for providing deep
reporting metrics to determine campaign success. By combining these
metrics with Tobii's eye-tracking technology and panel capability, we
can provide another dimension of reporting to advertisers to help
maximize brand impact."
"We live in a fast-paced and noisy world where advertisers are fighting
for attention. By measuring attention we can provide answers to visual
impact and audience engagement, going beyond measuring activities such
as clicks or impressions," said Tom Englund, president of Tobii Pro.
"Eye-tracking panels enable direct access to large volumes of attention
data that can be served cost-efficiently and in real-time. This
eye-tracking panel is an integral part of serving the advertising
industry and an important milestone in bringing the value of eye
tracking to many more companies."
Tobii Pro (http://www.tobiipro.com/),
part of the Tobii Group, is the leading provider of eye-tracking
research solutions and services designed to deepen the understanding of
human behavior. Through eye-tracking insights, business and science
professionals are enabled to drive change and further their research.
The solutions are used in a wide range of fields, from shopper research
and usability testing, to psychology and vision research. Tobii Pro has
over 2,000 commercial enterprises and 1,500 academic institutions among
our clients, including Microsoft (News - Alert), Procter & Gamble, Ipsos, GfK and all
of the world's 50 top-rated universities.
Tobii discloses this information pursuant to the Swedish Securities
Market Act and/or the Swedish Financial Instruments Trading Act. The
information was submitted for publication on November 30, 2015, at 09:00
a.m. CET.
About Tobii
Tobii is the global leader in eye tracking. Our vision is a world where
all technology works in harmony with natural human behavior. Tobii
operates through three business units. Tobii Dynavox makes specially
designed computers that are controlled by eye movement or touch screens
for use by people with special needs due to spinal cord injuries, CP,
ALS or other medical conditions. Tobii Pro develops and sells
eye-tracking equipment and services used today by more than 2,000
companies and 1,500 research institutions, including all of the world's
50 highest-ranked universities. Tobii Tech further develops Tobii's
technology for new volume markets such as computer games, personal
computers and vehicles. Tobii is headquartered in Sweden and is listed
on Nasdaq Stockholm (TOBII). The group has approximately 600 employees.
For more information, please visit www.tobii.com.
About Adssets
Adssets is a mobile first technology company that provides leading-edge
rich media advertising solutions to the fast-evolving digital media
world. The company continuously pioneers its solutions to maximize
consumer engagement and provide deep performance visibility to
advertisers, agencies and publishers. The company is headquartered in
Stockholm, Sweden, and has tier-one customers across all major European
markets.
This information was brought to you by Cision http://news.cision.com
View source version on businesswire.com: http://www.businesswire.com/news/home/20151130005383/en/
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