WHAT’S HAPPENING IN THE INNOMATIVE CREATIVE LAB?
At INNOMATIVE we have what we call a “creative lab” where everyone in the office can join in. The idea behind the creative lab is to allow our staff to have a space to discover new ways of using creative technology. This space also allows us to pinpoint, improve and create new ways of delivering solutions for our clients. This enables us to continue to strive to be ahead of our competitors and stand out in our creative data and digital marketing solutions.
Meet Ben our Software Developer who’s been experimenting in the creative lab this month here’s what he has to say about what he’s been working on in the creative lab…
Gaze tracking, more commonly known as eye tracking, allows for a person’s eye movement across a screen to be accurately measured in real time. For most of recent history, eye tracking has been limited to research use in academia, but thanks to recent advancements in computer hardware, a number of commercially available eye tracking devices have found their way to the marketplace.
Advertising and marketing presents many special use cases for computerized eye tracking. Visual heat maps of advertisements, or anything presented to a user on screen, can quickly be constructed to show exactly how a person would go about visually processing what is placed before them. This information is important in measuring the effectiveness of graphical items. Though, perhaps the most exciting use of eye tracking technology in marketing is in the form of interactive displays.
Once a customer is in a fixed position where their gaze can be tracked, they can use their eyes to activate different portions of a computerized display. This could range from triggering graphical events (changing text color, image sizes, and image placement) to a fully fledged user interface controlled by the customer’s eyes.
We have specifically focused our research on constructing examples of these interactive display elements. These includethings like simple games, text that reacts to being read word by word, drag and drop items, and the ability to draw pictures simply with a user’s gaze.
Though eye tracking technology may be in it’s commercial infancy, it’s creative uses in marketing are evident and mostly untapped and are, without a doubt, worth keeping an eye on.
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