2. Eyetracker research inspires IBM to do
Business with JCDecaux Airport Digital
• IBM needed cut-through in a competitive
corporate environment
• They were looking for a medium that
offered arresting visual impact and the
ability to measure a campaign’s success
• IBM utilised JCDecaux Airport’s eye-
tracking research
• These results gave insight into what type
of execution is most eye-catching:
– A moving image,
– Bright, primary colours.
“We have always had more of a free rein to develop our own partnerships with outdoor
advertisers….in the past few years there have been great opportunities to do advertising in
ways that just haven’t been possible before”
Rosemary Brown, Brand Advertising Manager, IBM
