Research can provide a solution to accountability

Marketers looking to prove return on investment should use insight, as innovation in the industry is producing valuable data. 

Mindi Chahal

An eye-tracking tool that measures multi-outdoor formats is being launched today (11 June) by CScreens. It’s a solution that will allow advertisers to find out who is looking at their adverts across various out-of-home locations such as billboards, events and in pubs. 

The first campaign using the solution is being run during the World Cup to measure audience engagement across TV screens at live experiential events in London, over 330 pubs and 50 five-a-side football centres. 

Now eye-tracking is not a new phenomenon, but the development of this technology means that marketers can track how a campaign is performing across a variety of out-of-home formats and locations, including TV viewed outside the home.

It tracks the number of people and how long people look at an ad, their gender and approximate age. This means that marketers can either prove a format is working or can adapt campaigns to focus on the specific objectives, be that the number of views or engagement, a particular gender or age.  

“People talk about cross-platform video optimisation across PC, mobile and tablet but this is a whole new dimension incorporating in and out-of-home including billboards, experiential and communal locations,” explains Richard Hicks, co-founder of CScreens.

The tool is designed to make campaigns more efficient for advertisers and provide accountability on how targeted outdoor advertising is, he claims.

Market research is not just a useful exercise for brands to test products and services, or to test marketing messages before and after campaigns, as the development in eye tracking shows, it’s also valuable in providing data to brands looking to prove their marketing spend. 

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email

If you are looking for our Jobs site, please click here