Measure the impact of digital signage in subway stations

Global media company Clear Channel installed digital information and commercial signs in the subway system in Stockholm City and wanted to evaluate the impact of these digital signs.

Tobii Pro Insight Research Services was commissioned to perform an eye tracking study in one of Stockholm's subway stations. Pro Insight recruited participants at the subway station entrance and fitted the volunteers with eye tracking glasses to measure how they were affected by digital signs as they made their way to their trains.

"Tobii eye tracking research helped us answer important business questions about the effectiveness of digital advertising signage."

Kristina Norman, Head of Analytics, Clear Channel