Billboard Eyetracking [HEATMAP]

This heatmap (via Business Insider) tracks what viewers of this German billboard focus on. As you can see, more intense attention is focused on the words “I’m chello, I belong to the fast guys” rather than the man’s face.

This is likely due to the nature of the medium: An image of a man’s face tells nothing about the message of an ad travellers need to consume quickly before they pass it by, so they focus on the tag line more than the subject.

Billboard Eyetracking Heatmap