Tobii Launches 'First' Large Eye Tracking Panel

Technology firm Tobii is claiming a world first with the launch of a large-scale survey panel providing continuous online attention data from eye trackers. The data will come from 1,000 homes representing the Swedish population.

The company has also partnered with Stockholm-based advertising solutions provider Adssets, to provide data from the panel starting in Q1, 2016.

The households will opt-in to the panel and have an eye tracker attached to a laptop or desktop computer in their home, collecting data during their everyday use of digital media. This will be converted to give a measure of visual engagement metrics, which Adssets will then make available to publishers and brand owners.

Rickard Ebersjö, CEO of Adssets, says combining his firm's deep reporting metrics with Tobii's eye-tracking technology and panel capability will allow the firms to provide 'another dimension of reporting to advertisers to help maximize brand impact'.

Tom Englund, president of Tobii Pro, comments: '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. 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'.

Eye tracking data has until now been collected mostly in research labs or at store facilities.

In addition to its commercial sales division Tobii Pro, the company includes Tobii Dynavox, which makes technology for people with special needs due to spinal cord injuries, CP, ALS or other medical conditions; and Tobii Tech which further develops the group's technology for new volume markets such as computer games, personal computers and vehicles.

Based in Sweden, Tobii has around 600 employees and is online at www.tobii.com , with the commercial division at www.tobiipro.com .