BizSugar.com › Marketing › Study: Shoppers take to in-store video ads

There’s a great deal of buzz over the digital out-of-home (OOH) advertising industry. Digital OOH is beginning to look a lot more like online media, with the use of attention metrics.
Eye-tracking software and scanning technology make it possible for marketers to see what kinds of ads people are watching and which parts of the screen they’re most drawn to. The technology also makes it possible to target ads to the demographic standing in front of the screen, based on gender and other aspects.
Now that it’s possible to track whether or not someone’s paying attention, media buyers are motivated more than ever before.