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Eye tracking tech delivers DOOH ads, prizes

Dynamic content has the potential to engage audiences in a deep way. Jetstar, an airline operating in Melbourne, Australia, tested out dynamic content with a DOOH campaign offering free tips in exchange for "eyeball time."

April 18, 2019 by Bradley Cooper — Editor, ATM Marketplace & Food Truck Operator

Dynamic content has the potential to engage audiences in a deep way. Jetstar, an airline operating in Melbourne, Australia, tested out dynamic content with a Christmastime DOOH campaign managed by JCDecaux, an outdoor advertiser. The airline deployed displays in Melbourne, which tracked user's eyes to deliver content, and dispense dream vacations for the holidays

This campaign, however, had an extra layer of interactivity as it invited customers to look at certain parts of the screen, for a chance to win vacation packages. The displays lured in customers by stating, "Your eyes could win you a gift." Customers could then stand on a backlit section on the ground and the display would show them a quick set of instructions, such as removing hats and glasses. The instructions also featured a pair of "googly eyes," which would respond to customer's eye movements.

From there, the display would show four images from destinations around the world such as Bali or the city of Gold Coast, Australia. The display would slowly zoom in on whichever image the customer was looking at, and would potentially reward customers with a gift card.

"Panels either told people the sale price for a flight to that destination or dispensed a Jetstar Gift Card to the value of $500 allowing participants to book the flight themselves," JCDecaux stated in a Facebook post.

JCDecaux has delivered many interactive digital signage campaigns in the past, which respond directly to customer's actions. The advertiser teamed up with Swedish pharmacy Hjartat to deploy a display, which would virtually cough whenever a smoker would walk by. The display used sensors to detect smoke and would display a virtual "cougher" in response.

The advertiser also recently did a campaign with the Norwegian Centre against Racism. This campaign featured a virtual white supremacist rally, which users could stop by donating money directly to the centre.

You can watch the Jetstar campaign in action below.

Image via JCDecaux.

About Bradley Cooper

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Bradley Cooper is the editor of ATM Marketplace and Food Truck Operator. He was previously the editor of Digital Signage Today. His background is in information technology, advertising, and writing.

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