Technology+Creativity +Advertising

Chuck Porter, chairman of Crispin Porter + Bogusky, was clearly a bit freaked out by the honor of being inducted into the Hall of Fame. But rather than talk about himself, he reflected on the best ads that his agency and the industry has produced. "People—they care about being informed, being entertained, being engaged, and mostly I think they care about being inspired," Porter said. "If you remember those things from the start when you do what we do, you can do magic."

Digital eye tracking technology is used to striking effect in "Fight for Attention," a new interactive online experience from Skoda which goes live February 12. The concept is simple: you spend 90 seconds watching two films played simultaneously, split screen, then Skoda tracks your eye movement, analyzes it then presents back to you which film you paid more attention to—in real-time.

The concept is simple: you spend 90 seconds watching two films played simultaneously, split screen, then Skoda tracks your eye movement, analyzes it then presents back to you which film you paid more attention to—in real-time.