Tobii Pro launches world’s first large-scale, eye tracking survey panel

Stockholm, November 30, 2015 – Tobii Pro (http://www.tobiipro.com/), the global
leader in eye-tracking research solutions, launches the world’s first large
-scale survey panel with continuous online attention data collection from 1,000
eye trackers, set up in Swedish households. Attention data will facilitate the
evaluation of digital advertising for publishers and brands. Tobii has signed an
agreement with Adssets, an advertising solutions provider serving many of the
leading online publishers in the Nordics and Europe, to provide data from the
panel starting in Q1, 2016.

Eye tracking is a powerful, rapidly growing research method for understanding
human behavior by revealing what a person is looking at. Publishers and brands
use it for insights into how audiences and consumers attend to and engage with
different marketing messages. Until today, eye-tracking data has mainly been
collected in research labs or at store facilities.

Tobii Pro now deploys the world’s first large-scale in-home survey panel
equipped with eye tracking. In a representative sample of the country’s
population, 1,000 Swedish households will opt-in to the panel and have an eye
tracker attached to a laptop or desktop computer in their home. This panel
enables attention data to be collected continuously from a large number of
people during their everyday use of digital media. In the collaboration with
Adssets, the data will be converted to visual engagement metrics, which Adssets
will then make available to publishers and brand owners, opening up new ways to
evaluate the effects of online advertising spending.

“Visual engagement measurements present exceptional opportunities for brands to
connect with consumers in new and exciting ways,” said Rickard Ebersjö, CEO of
Adssets. “Adssets is known in the market for rich media advertising that truly
engages the consumer and for providing deep reporting metrics to determine
campaign success. By combining these metrics with Tobii’s eye-tracking
technology and panel capability, we can provide another dimension of reporting
to advertisers to help maximize brand impact.”

“We live in a fast-paced and noisy world where advertisers are fighting for
attention. By measuring attention we can provide answers to visual impact and
audience engagement, going beyond measuring activities such as clicks or
impressions,” said Tom Englund, president of Tobii Pro. “Eye-tracking panels
enable direct access to large volumes of attention data that can be served cost
-efficiently and in real-time. This eye-tracking panel is an integral part of
serving the advertising industry and an important milestone in bringing the
value of eye tracking to many more companies.”

Tobii Pro (http://www.tobiipro.com/), part of the Tobii Group, is the leading
provider of eye-tracking research solutions and services designed to deepen the
understanding of human behavior. Through eye-tracking insights, business and
science professionals are enabled to drive change and further their research.
The solutions are used in a wide range of fields, from shopper research and
usability testing, to psychology and vision research. Tobii Pro has over 2,000
commercial enterprises and 1,500 academic institutions among our clients,
including Microsoft, Procter & Gamble, Ipsos, GfK and all of the world’s 50 top
-rated universities.

Tobii discloses this information pursuant to the Swedish Securities Market Act
and/or the Swedish Financial Instruments Trading Act. The information was
submitted for publication on November 30, 2015, at 09:00 a.m. CET.
Contact

Anna Bergvall, Marketing & PR Manager, Tobii Pro, phone: +46 70 788 01 77,
email: anna.bergvall@tobii.com

Sara Hyléen, Corporate Communications & Investor Relations, Tobii AB, phone: +46
70 916 16 41, email: sara.hyleen@tobii.com

For sales in Europe, contact +46 8 52 29 50 04 or sales.an@tobii.com
About Tobii

Tobii is the global leader in eye tracking. Our vision is a world where all
technology works in harmony with natural human behavior. Tobii operates through
three business units. Tobii Dynavox makes specially designed computers that are
controlled by eye movement or touch screens for use by people with special needs
due to spinal cord injuries, CP, ALS or other medical conditions. Tobii
Pro develops and sells eye-tracking equipment and services used today by more
than 2,000 companies and 1,500 research institutions, including all of the
world’s 50 highest-ranked universities. Tobii Tech further develops Tobii’s
technology for new volume markets such as computer games, personal computers and
vehicles. Tobii is headquartered in Sweden and is listed on Nasdaq Stockholm
(TOBII). The group has approximately 600 employees. For more information, please
visit www.tobii.com.

About Adssets

Adssets is a mobile first technology company that provides leading-edge rich
media advertising solutions to the fast-evolving digital media world. The
company continuously pioneers its solutions to maximize consumer engagement and
provide deep performance visibility to advertisers, agencies and publishers. The
company is headquartered in Stockholm, Sweden, and has tier-one customers across
all major European markets.