Attention-seeking: Skoda presents eye-tracking online ad experience

The 90-second film, Fight for Attention by London agency 18 Feet & Rising, began with the idea that the Skoda Fabia model was the kind of car that would capture people’s attention. To put that to the test, the agency created a split-screen online ad with a blue Fabia on the left and a white Fabia on the right. As each car drives through surreal scenarios, the pupil-tracking technology follows viewers’ eyes to see which car grabbed their attention most.

At the end of the experience, viewers find out which car they were more intrigued by, which details they missed, and which car has won over the public’s attention overall. ‘The campaign is the first advertising campaign to use pupil eye-tracking technology. It measures and displays the results of the user’s interaction with the film in real time,’ Oli O’Neill of 18 Feet & Rising told It’s Nice That.

For more on how to use new technology to generate interesting advertising campaigns, read our Awakening Tech macrotrend.