Big Brother is watching: Online eye-tracking service is launched
George Orwell's 1984 is a step closer with the news that Specific Media has launched an eye-tracking service for BBH to measure the effectiveness of digital creative campaigns.
The service has been created in partnership with EyeTrackShop and is being trailled with a BBH's brands including Lynx, Barclays and Audi. It uses webcam technology to analyse the way in which users view online advertising calculating where they look and how long they spend looking at certain aspects of the adverts.
Specific Media has...