The new solution expands eye-tracking capabilities beyond billboards to other out of home formats including TV viewed outside the home. It measures the number of people viewing the ad, how long they look at it, their gender and approximate 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,” said Richard Hicks, CScreen’s co-founder.

“Alongside making campaigns more efficient for advertisers, it solves a crucial problem by providing accountability on how targeted outdoor advertising is. A combination of higher ROI and more accountability should provide a real boost to outdoor going forward.”