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Advertising poster look counter

10.06.2007

Canadian scientists have figured out how to count the people who look at this or that advertising poster.

"For fifteen years we have been working on a device that will allow you to control a computer with your eyes as freely as a mouse. But it turned out that this technology can be used in advertising," says Roel Vertegaal, professor at Queen's University (Canada).

The device invented by him and his colleagues is a miniature camera. From a distance of 20 meters, she will see if a person is looking at her. How much attention an advertisement attracts is estimated on the Internet by the number of clicks on a banner.

In the case of other types of advertising, direct measurements are difficult. However, if you put a camera near a shield or a plasma screen that can "notice" that someone's gaze is directed at it, and even measure how long this gaze lingers on the object, then a control method will appear. Until recently, such devices were expensive and only worked at a distance of half a meter.

"We used passive technology. The camera only counts how many people looked at the billboard and how long they stared at it, so the device is inexpensive. However, with it you can make a real revolution: it becomes possible to sell ads literally by the number of views, how online ads are sold by the number of clicks, and the advertiser will know if their money was well spent,” says Prof. Vertegaal.

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