The two cameras were so small and so perfectly designed into the structure of the smart tv that resulted almost invisible to the user. Jeremy was ready to watch the match, a bottle of iced beer in his hand, and the tv was already watching him. He gazed at the advertising of a beer and almost lost his attention when a car advertising popped up into the screen.
All information was silently recorded and stored, because he allowed the broadcaster to do so. On the other side of the cable, in that precise moment, the counter added one view that the beer producer would have paid, while the car manufacturer counter didn’t move.
When the match kicked off, Jeremy gave instruction to the tv set with his eyes to make the volume louder and as he was staring at his favourite player with great intensity, a pop up appeared in the corner displaying his name, age, goals scored and a few other relevant info. Jeremy was not really paying attention at the posters close to the soccer field, they were not real, they were created by the computer and showing, not surprisingly, his favourite beer.
The human brain automatically directs the eye to information it is processing, so by observing what a person is looking at, we can see what information their brain is processing. The eye is the window to the mind of the consumer.
The convergence of eye tracking, smart tv and personalized content based upon analytics is coming. And in the future may extend also to outdoor billboards and posters. Currently the limitation is just about the cameras: they can recognize your eye movement only up to 10 feets and it is called “long distance”, but we assume that new technologies will push the limit even further. Some smart-tv featuring eye tracking have already made their appearance on the market (Haier, Thales Avionics and Others).
Today eye tracking is currently used in several commercial fields, especially to investigate web usability (click on the image to see what the swedish company Tobii has produced). New applications are coming into retailer stores to optimize retail shelf design, while scientists at the Lancaster University have created advertising screens which track your eye movement as you shop, offering adverts relevant to what you’re looking at. Last but not least, leading consumer goods companies use eye tracking to optimize product packaging and market research companies and major advertisers use it to optimize print and TV ads.
Obviously if all these parties want to maximize the benefits, it would be appropriate to couple eye tracking technology with analytics relying on big data and maybe link everything with loyalty programs. Only this second step could lead to personalized contents on the run. If you ‘re not surprised yet and think this step is ahead in the future, I invite you to give a look at this company, Disrupted Logic Interactive, introducing AdMe a “network that serves personalized and relevant ads to mobile devices invisibly through media content such as cinema movies, TV shows, video games, VOD and online media services, music and even commercials, by using a consumer’s preferences, geo-location, micro-location, and predictive analysis through artificial intelligence.”
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