The advanced technology of Eye Tracking is used to understand one of the most antecedent marketing options, advertising in Out-of-Home media. The subtlety and misattribution of traditional survey responses to Out-of-Home is by-passed with Eye Tracking. It captures real environments, real behaviours and real-time consumers with untethered glasses in place-based media. The research results provide take-outs for creative around what elements get attention. Media take-outs look to connect media objectives with a greater understanding of how this media is consumed.