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March 21, 2006
A new dimension in eyeball metrics
Tracking mouse movements on Ajax-web pages might be the next big thing among online advertisers (see Crazy Egg review below), but there's a Swedish startup that goes a step beyond that. Tobii Technologies tracks eyeballs, better said it tracks eye movement across a web page, or any other surface equipped with its sensor.
Professor Blignaut at South Africas' University of the Free State tracks the focal points of viewer's attention with blue dots in this sunscreen advertisement.
The eye tracking sensors are integrated into a standard display or a control panel, so there is no need to wear headset or any intrusive gear.
It is suited for operating equipment, such as a wheelchair or a PC, without the need to use your hands. But it also works for testing media or web applications.
CEO and co-founder, John Elvestjo, told the alarm:clock euro that sales are about evenly divided between these two applications. He also said that Tobii is profitable and had sales of €4.2M (40 SEK) in 2005.
Since it was founded in 2001, a time when European entrepreneurs continued to take risks but VCs did not, it has no venture capital backing. It managed to tap business angels for about half a million euros in that first year of business.
Tobii's tech tracks the user's gaze to identifiy hotspots or locations on a display that attract the user's attention.
Read- Review of Crazy Egg mouseover tracking
Read - Eyetracking and consumers (IFTF blog)
Read - Sweden's Fast 50 Deloitte
Posted on March 21, 2006 07:12 AM | Posted to Advertising | Web 2.0 | Permalink
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