eye track shop general presentation linked in

PRE-TEST VISUAL PERFORMANCE

1 2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

The Worlds First Online Eye Tracking Solution for Webcams

DEVELOPED IN PARTNERSHIP WITH TOBII TECHNOLOGY, THE WORLD LEADER IN EYETRACKING AND EYECONTROL

May 2012 Presented By: Kerry Inserra, VP Client Services

[email protected]

“BRILLIANTLY SIMPLE”


Founded 2009 •  Offices in Shanghai, New York, San Francisco, Stockholm •  The Worlds First Webcam EyeTracking Solution has been developed in partnership

with Tobii Technology, the World Leader in EyeTracking and Eye Control

BUSINESS MODEL •  Online Tool for Measuring Visual Effectiveness for:

–  Advertising & Websites –  Communications –  Packaging –  In-Store –  And More!


Company Background


WE IDENTIFY WHERE PEOPLE LOOK, FOR HOW LONG AND IN WHAT ORDER

4 2011 © EyeTrackshop, Inc. All Rights Reserved. Confidential and Proprietary

WHAT WE DO

http://www.youtube.com/watch?v=ovLEnoz3Ox8

PRE-TEST VISUAL PERFORMANCE WHY WE ARE UNIQUE

5 2011 © Eyetrackshop, Inc. All Rights Reserved. Confidential and Proprietary

48h Test your Ad work, Pack Design or Website simultaneously in multiple countries

GLOBAL CAPABILITIES ONLINE PANELS QUICK TURNAROUND

No hardware or software is needed, just a regular webcam

Get the amazing results in just a few days, to very affordable prices

Visual Effectiveness

Digital Insights Benchmark Database


Package Design


Online/Display Ads

Advertising

Outdoor

Direct Marketing

Print Ads


7

Website Analysis The Web Visual Report gives a snapshot over how customers interact with your Website.

Statistics below show percentage of respondents that have seen /fixated on each key element and the

total average time spent on each element.

Illustrations show the order in which key elements have been noticed. Thus number

1 is the first object to be noticed, 2 is the second and

so on.

Heat maps are used in eye-

tracking analysis to visualize the most popular areas. The most colorful areas indicates what is

most interesting

Visual Attention Pattern Visual Fixation Order Visual Statistics

2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Opacity

Opacity maps are used in eye-tracking analysis to visualize

what the consumer does NOT see. Sometimes even more valuable that what is seen



The Media Analysis Tests measures the performance of a specific communication unit. The test provides intuitive results for how the communication works and where it potentially fails, giving valuable information for optimization.

MEDIA ANALYSIS

Web Pages Online Stores Magazine Covers Editorial Spread

DELIVERABLES

VISUAL ATTENTION PATTERN(S) EYETRACKING STATISTICS QUESTIONNAIRE ANSWERS

Heat maps/gaze opacity are used in eye-tracking analysis to visualize the most popular areas. The most colorful areas indicates what is most interesting

The report also show how many have seen different AOI’s in the communication unit, average time to first fixation and average time on these areas

Report gives insights to respondents’ likeability, emotions and intentions etc

PRODUCTS


How do we do it?

9



Respondents receive a mail on their web cam equipped computer…

…and given easy on-screen information and instructions

…we send it to the respondents anywhere in the world 2

3 4

ETS builds mock-up of the page(s) to be tested 1

HOW WE DO IT



The test ends with a quick questionnaire of 4 questions

6

7 8

5 Respondent are asked to permit ETS access to the web cam…

…and are guided into position with easy on-line tools…

The stimuli is presented on the screen and respondent’s gaze is recorded

HOW WE DO IT


Benefits of EyetrackshopUsability and Media Research

•  Brand Li) •  Simple but relevant metrics that measure visual ad effec7veness to op7mize and ensure best possible user

experience •  Defini7ve consumer insights, rapid turnaround and affordably priced •  Assess the alloca7on of visual aBen7on on the screen

–  What content catches they eye, in what order and for how long? –  What features cause confusion? –  How can the crea7ve and/or messaging be improved to beBer support the user and improve results?

•  Non-‐invasive (no helmets), natural tes7ng environment increases validity of test results •  Differen7ate and dis7nguish empirical findings between men and women (i.e., women more text orientated and

men more icon-‐orientated), varying demographics and geographic data •  Using conven7onal methods alone will not disclose origin of problem (i.e., why did they not use the buBon or link?)-‐

eye tracking and click analysis together can dis7nguish between the constructs of percep7on, comprehension and ac7on

•  Gaze data reveals where user is paying most/least aBen7on to an area allowing adver7sers to beBer target customer and increase ROI

•  Deeper evalua7ons-‐ABen7on and Comprehension = Ac7on •  Highly relevant data-‐Reading behavior (scan path), cogni7ve workload, level of aBen7on, viewers entry point and

level of frustra7on will provide useful basis to create beBer spa7al layouts


Top Line Study Results from Comscore (2011) Visibility: 69 percent of the ad impressions were classified as being in-view. The remaining 31 percent were delivered but never seen by a consumer, a likely result of a consumer scrolling past the ad before it loaded or a consumer never scrolling the ad into view. In-view percentages varied by site and ranged from 7 percent to 91 percent. Geographic Validation: An average of 4 percent of ad impressions were delivered outside the desired geography, but individual campaigns ran as high as 15 percent. In many cases, ads were served in markets where the advertised product was not sold, meaning wasted ad spend and sub-optimal effectiveness results. Brand Safety: 72 percent of Charter Study campaigns had at least some ads running next to content deemed “not brand safe” by the advertiser, meaning that the content is classified as objectionable by the brand. This type of unsafe delivery has the potential to damage the brand, creating a difficult situation for all members of the digital advertising ecosystem.



Web Ad

Visual Effectiveness Research-Client Case Study YouTube

October 2011



Report consists of two parts Full page analysis Ad analysis

Visual Effectiveness Research


Less attention


More attention

Visual Attention Pattern Heat map

17

Visual Attention Pattern Opacity

Web Page Analysis


Less attention


SEEN AOI 40 %

AOI B

More attention

Visual Statistics Web Page

TIME ON AOI 0.4 s

AOI A

83 %

1.0s

D A

C

B

E

F

AOI C

97 %

2.5 s

100 %

AOI E

1.85 s

AOI D

87 %

1.0 s

AOI F

43 %

0.9 s

Benchmark 48 % 82 % 99 % 98 % 55 % 60 %

Benchmark 0.6 s 0.9s 2.8 s 1.99 s 0.9 s 0.8 s

Web Page Analysis



Web Page Fixation Order

Illustration show average time to first fixation. 1 is the area respondents look first at, 2 is the second and so on

1

2

3

4

5

6

0.64 s

1.56 s

1.80 s

2.32 s

3.11 s

6.66 s

Average Time to First Fixation

Illustration show average time to first fixation in seconds

Web Page Analysis


Less attention


SEEN AD

AVERAGE TIME ON AD

TIME TO FIRST FIXATION

61 %

1,02 s

2,72 s

100 %

1,85 s

0,65 s

Benchmark * Result

AD RECALL

BRAND RECALL

31 %

58 %

60 %

97 %

Eye Tracking

Benchmark * Result Questionnaire

-out of those who saw the ad


More attention

Statistics For Ad Visual Attention Pattern

* Benchmark, see method.

20

Ad Analysis



SEEN LOGOTYPE

AVERAGE FOCUS ON LOGOTYPE

18 %

12 %

3 %

1 %

Benchmark * Result Logotype

Statistics Areas Of Interest


SEEN MESSAGE

AVERAGE FOCUS ON MESSAGE

42 %

49 %

43 %

18 %

Benchmark * Result Message

SEEN PICTURE

AVERAGE FOCUS ON PICTURE

42 %

38 %

100 %

68 %

Benchmark * Result Picture

21

Ad Fixation Order


1

LOGO

MESSAGE

MESSAGE

PICTURE

3

2 4

5

Ad Analysis



I have bought it before and will do so again

I have bought it before but will not do so again

I have not bought it before but will definitely do so

I have not bought it before but might do so

I have not bought it before and will not do so

Benchmark * Result

25 %

7 %

6 %

73 %

13 %

0 %

31 % 10 %

40 % 3 %

Benchmark * Result

Yes, in a positive way

Yes, in a negative way

No

24 %

7 %

71 %

27 %

0 %

73 %

Non buyers Buyers

Intention (What is your relation to the product/

service in this ad

Opinion (Have you changed your opinion about the

advertiser after seeing this ad)

* Benchmark, see method. * Benchmark, see method.

Relationship to content Opinion change

22

Ad Analysis


Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.

In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.

Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.

Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computer Sample – through panel exchange companies


Study details Media:

Advertiser:

Stimuli time:

Benchmark category:

Benchmark amount:

Research date:

No participants:

Method

Youtube

McDonalds

10,00 s

272

2011-09-22

SubChannel: Web Ad Search

Age

-18

19-24

25-34

35-49

50+

Male

Female

Gender

9 %

20 %

30 %

31 %

10 %

47 %

53 %

23

30

Methodology



Web Ad

24

Visual Effectiveness Research Spotify

November 2011



The report consists of two parts Spotify without Facebook ad Spotify with Facebook ad

Visual Effectiveness Research


Less attention


SEEN AOI 79 %

AOI B

More attention


TIME ON AOI 1.3 s

AOI A

64 %

0.63 s

D A

C

B

E

AOI C

0 %

0 s

64 %

AOI E

1.84 s

AOI D

71 %

0.6 s

Web Page Analysis





1

2

3

4

5



Web Page Analysis

3.68 s

4.27 s

0 s

2.86 s

3.98 s


Less attention


SEEN AOI 33 %

AOI B

More attention


TIME ON AOI 1.61 s

AOI A

60 %

0.23 s

D A

C

B

F

AOI C

0 %

0 s

40 %

AOI E

1.28 s

AOI D

7 %

0.13 s

Web Page Analysis

AOI F

13 %

0.12 s

E





4

5



Web Page Analysis

2.98 s

2.05 s

0 s

0.69 s

1.54 s 3

0.10 s 1

2 6


Less attention


More attention

Visual Attention Pattern


Ad Analysis

Less attention More attention

Visual Attention Pattern Without Facebook ad With Facebook ad



Visual Statistics Bottom Ad

Web Page Analysis

SEEN AD

AVERAGE TIME ON AD


51 %

0.85 s

4.92 s

43 %

0.99 s

17.8 s

Benchmark * Result Eye Tracking



SEEN AD

AVERAGE TIME ON AD


51 %

0.85 s

4.92 s

47 %

1.06 s

28.6 s

Benchmark * Result





Visual Statistics Bottom Ad

Web Page Analysis

SEEN AD

AVERAGE TIME ON AD


7 %

0.19 s

21.12 s

Benchmark * Result Eye Tracking



SEEN AD

AVERAGE TIME ON AD


13 %

1.3 s

18.25 s

Benchmark * Result



51 %

0.85 s

4.92 s

51 %

0.85 s

4.92 s



How do you experience the banner commercials on Spotify?


Ad Analysis

7%

29%

58%

7%

0% 7%

23%

48%

13%

10%

How do you experience the audio commercials on Spotify?

Very good

Good

Neither good nor bad

Bad Very bad (0%)

Very good

Good

Neither good nor bad

Bad Very bad



Where do you usually use Spotify?

How often do you use Spotify?


Ad Analysis

68%

16%

13%

3% 0%

71% 29%

At home Somewhere else

Less than once a month (0%)

On a daily basis

3-‐4 7mes a week

Once a week Once a month


Respondents are recruited from web panels and represents the target group. Respondents are rewarded for their participation by the panel company.

In the survey respondents are asked permission to access their web camera. Thereafter the respondents eye/web camera is calibrated. During the test the respondents gaze is tracked through the web camera.

Stimuli are shown at the respondents computer screen and respondents looks at them spontaneously. Stimuli are followed by an questionnaire where respondents answers by clicking in their answer.

Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computer Sample – through panel exchange companies


Study details

Media:

Benchmark category:

Benchmark amount:

Research date:

No. participants:

Method

Spotify

272

2011-11-30

SubChannel: Web Ad Social Media

Age

-18

19-24

25-34

35-49

50+

Male

Female

Gender

12 %

25 %

22 %

28 %

13 %

48 %

52 %

35

31

Methodology


Which Products do you have in mind? We test video, print, direct mail, banner ads, websites, landing pages, outdoor, product packaging, consumer insights, shopper insights and

usability testing.


Questions?



CONTACT

Kerry Inserra-Vice-President, Client Services, West Coast

Email [email protected] or call 925-285-1857

NEXT STEPS: Call or email for more info on launching a Pilot Project or I’d be happy to answer any questions you may have.

Thank you for your time!

eye track shop general presentation linked in

Documents