EyeTrackShop Deck 7.11.12 (JB)

THE WORLDS FIRST ONLINE EYE TRACKING SOLUTION FOR WEBCAMS
DEVELOPED IN PARTNERSHIP WITH TOBII TECHNOLOGY, THE WORLD LEADER IN EYETRACKING AND EYECONTROL
Company Background
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 Winner, ARF Great Minds Award for Market Research Innovation, 2012
BUSINESS APPLICATIONS:
Online Tool for Measuring Visual Effectiveness for:
Advertising & Websites All Communications TV & Video Product Placement Packaging In-Store Shelf sets Outdoor Sales Literature And More!
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
Partial Client List
http://mashable.com/follow/topics/eyetrackshop/
http://blogs.wsj.com/ideas-market/2011/07/15/sexy-ads-tracking-consumers-gazes/?blog_id=182&post_id=2451
http://adage.com/article/news/p-g-tracks-eyeballs-online-literally-webcam/226997/
http://news.investors.com/article/573584/201105271747/google-flashes-eye-tracking-tech-to-boost-its-ads.htm
http://www.forbes.com/sites/tomiogeron/2011/09/14/how-to-sell-back-to-school-online-walmart-target-and-kmart/
http://www.youtube.com/watch?v=4b4GgkI9ICs&noredirect=1
http://www.adweek.com/news/technology/data-points-political-amnesia-137372
2012 EyeTrackShop, Inc. 4 All Rights Reserved. Confidential and Proprietary
My favorite market researcher!

Not everything that can be measured matters and not everything that matters can be measured.
Albert Einstein:
2012 2011 EyeTrackShop, I2012 EyeTrackShop, Inc. All Rights Reserved. Confidential RightsProprietary EyeTrackShop, Inc. and Reserved. Confidential and Proprietary All
Technology Development
Main technology development is today driven from Sweden and China Eye Tracking on Ipads and tablets Q4 2012, mobile Q1 2013
Unique Features:
Biometric Research via EyeTracking Respondent Filtering Automation of Data analysis via IP Algorithms
AD EFFECTIVENESS
MEDIA ANALYSIS
IN-STORE INSIGHTS
4Online Ads 4Print Ads 4Out of Home Media 4Direct Marketing 4TV-commercials 4Video / Pre-roll Ads 4Product Placement
4Web Pages 4Editorial Spread 4Magazine Covers 4Editorial free-reading
4Point of Sales Material 4Packaging Studies 4Shelf Studies
What makes us unique?

Visual Effectiveness Digital Insights Benchmark Database
GLOBAL CAPABILITIES
ONLINE PANELS
QUICK TURNAROUND
Test your Ad work, Pack Design or Website simultaneously in multiple countries
No hardware or software is needed, just a regular webcam
Get the amazing results in just a few days, to very affordable prices
Benchmark Database
Saving all results and ad data in a database
Eye tracking test results Seen ad Time to first fixation Time on AOI Fixation order Survey test results Brand recall Message understanding Activation/intention
enables data mining for valuable insights to optimize effect of advertising

Average visibilty, time to first fixation and total time on ad
100%
(%)
Seen ad
Time to first fixation
Time on ad Seconds 14
80%
11.8
83% 73%
12 10
60%
54%
8 6
All stimuli tagged on variables, e.g. Ad format/placement Media Product/Sub Brand Branding vs. Direct response Ad content/design, eg: Person(s) in picture Product in picture Price in ad Logotype position Heading size Date, time for survey
Normative Data base
40%
4
20% 0.6 Format C 2.1 1.2 Format A 2.0 1.0 Format B 2 0
0%
such as general visibility of different ad formats (see example on following slides)

PRE-TEST Webcam Methodology Penetration
Camera Penetration in PCs

600.0 500.0
70%
90% 80%
400.0 300.0
60% 50%
40%
200.0 100.0
30% 20% 10%
1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
0%
WW PC Shipments
PC Camera
PC Camera Penetration Rate
Camera Penetration in PCs

PC Camera Penet rat ion WW PC Shipment s PC Camera PC Camera Penet rat ion Rat e 1995 59.5 0% 1996 70.5 0.3 0% 1997 81.8 0.6 1% 1998 95.1 1.0 1%
(source IDC Report)

1999 118.4 2.9 2% 2000 137.0 11.0 8% 2001 131.8 10.5 8% 2002 134.9 9.9 7% 2003 151.3 13.9 9% 2004 174.8 18.0 10% 2005 205.0 22.4 11% 2006 227.1 29.4 13% 2007 264.6 36.4 14% 2008 292.8 75.1 26% 2009 305.1 126.3 41% 2010 347.1 201.2 58% 2011 371.6 253.7 68% 2012 411.7 310.1 75% 2013 452.8 364.1 80% 2014 501.2 421.9 84%
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10
Stimuli Collection & Building Test Step 1
Sampling & Test goes live Step 2
Respondents take the test Step 3
Eye Tracking Data Analysis Step 4
Report Generation & Benchmark Comparison Step 5
Delivery of Report to Client Step 6
CLIENT Stimuli
Screening criteria regarding target audience(s) Questions
Heat maps Key Biometrics on Visualization Effectiveness
RESPONDENT
Respondent Receives test link Gives permission to activate webcam after which his /hers eyes are calibrated Performs the test during which his/her gaze is tracked.
EYETRACKSHOP
Respondents are rewarded by panel exchange companies.
EyeTrackShop: Builds the test(s)
EyeTrackShop: Recruits respondents via panel exchange companies Goes live with the test
EyeTrackShop: Receives the data Pupil features are detected through patented algorithms Hereafter follows a manual quality check and supervision
EyeTrackShop: Report is automatically generated and compared to benchmark database Manual analysis of the results
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11
How do we do it?
Shelf Test (Perfumes):
http://www.eyetrackshop.org/front/Instruction.aspx?surveyID=17622f57-f9ad-406a-a539-33a8755d38e2&respID=preview-respondent-4tm552d4ag8r&seqID=044fcbba-feae-40fe-a918c0f6ecacc649&seqOrder=2&preview=1
Package (Kraft Mayo):

http://www.eyetrackshop.org/front/Question.aspx?surveyID=78e02a6a-b4d0-4ac8-be85-e03301fc0bc5&respID=preview-respondent-4tm552mwhan9&seqID=00df7c79-45c5-4c89-b7137ca371aedf76&seqOrder=9&preview=1
Print ad (Diet Coke):

http://www.eyetrackshop.org/front/Instruction.aspx?surveyID=d97f0eec-eb52-46f8-8a8b-16a6c5378181&respID=preview-respondent-4tm552qdqm8i&seqID=044fcbba-feae-40fe-a918c0f6ecacc649&seqOrder=2&preview=1
Print ad (Ben & Jerrys):

http://www.eyetrackshop.org/front/Stimuli.aspx?surveyID=3c6912b2-4890-4422-a3e4-96fbfb218b86&respID=preview-respondent-4tm552tqlpkr&seqID=a5bb34e9-93ad-4bed-a94e57a78eb0e1fb&seqOrder=3&preview=1
Online Ads
http://www.eyetrackshop.org/front/Instruction.aspx?surveyID=4384cd57-520b-4b55-8d15-b7aa829f18a4&respID=preview-respondent-4tkznh4shn73&seqID=044fcbba-feae-40fe-a918c0f6ecacc649&seqOrder=2&preview=1
Cut and paste the above link to walk through the brilliantly simple EyeTrackShop process
12
How it works
1
Creative Asset to be tested in prepared
Survey invites are sent to respondents anywhere in the world
Respondents receive a mail on their webcam equipped computer
and given easy on-screen information and instructions
13
How it works
5
Respondent are asked to permit ETS access to the webcam
and are guided into position with easy online tools
The stimulus is presented on the screen and respondents gaze is recorded
Respondents then participate in a brief survey.
14
Example Reports
15
Visual Effectiveness Research YouTube October 2011
16
Two key analyses
Full page analysis (slide 3-5)
Ad analysis (slide 6-8)
17
McDonalds ad noticed, with most attention focused on man eating burger

Visual Attention Pattern Heat map Visual Attention Pattern Opacity
Less attention
More attention
18
Ad performs significantly better than benchmark for % seen and time spent viewing the ad
A
More attention
D B
E C F
Less attention
AOI A
AOI B
AOI C
AOI D
AOI E
AOI F
SEEN AOI Benchmark TIME ON AOI Benchmark
40 % 48 % 0.4 s 0.6 s
83 % 82 % 1.0s 0.9s
97 % 99 % 2.5 s 2.8 s
100 % 61 % 1.85 s 1.02 s
87 % 55 % 1.0 s 0.9 s
43 % 60 % 0.9 s 0.8 s 19
Ad is seen first and respondents take little time to find it.

Web Page Fixation Order
2
Average Time to First Fixation

1.56 s
0.64 s
2.32 s
5 3 1.80 s
3.11 s
6.66 s
Illustration show average time to first fixation. 1 is the area respondents look first at, 2 is the second and so on
Illustration show average time to first fixation in seconds
20
Despite focus on man and not logo, ad and brand recall both are significantly higher than the norm for YouTube display ads. Visual Attention Pattern Statistics For Ad
Eye Tracking
SEEN AD AVERAGE TIME ON AD
-out of those who saw the ad -out of those who saw the ad
Benchmark *
Result
61 % 1.02 s 2.72 s
Benchmark *
100 % 1.85 s 0.64 s

Result
TIME TO FIRST FIXATION
Questionnaire
AD RECALL
BRAND RECALL
Less attention More attention
31 % 58 %
* Benchmark, see method.
60 % 97 %
21
Very few actually see the McDonalds logo but brand and ad recall still high. This is likely due to branding cues and strong association between McDonalds and fast food.
Areas Of Interest
Consider enlarging logo and moving closer to man eating burger to increase brand recall.
Statistics
Benchmark * Result
MESSAGE MESSAGE PICTURE
Logotype
SEEN LOGOTYPE
LOGO
18 % 12 %
3% 1%
Result
AVERAGE FOCUS ON LOGOTYPE
Ad Fixation Order
3 5 1 4 2
Message
SEEN MESSAGE
Benchmark *
42 %
43 %
AVERAGE FOCUS ON MESSAGE
49 %
18 %
Result
Picture
SEEN PICTURE AVERAGE FOCUS ON PICTURE
Benchmark *
42 % 38 %
100 % 68 %
Illustration show average time to first fixation. 1 is the area respondents look first at, 2 is the second and so on
* Benchmark, see method. 2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
22
2011 EyeTrackShop All Rights Reserved. Confidential and Proprietary
23
24
25
26
Online Advertising Testing
27
Tested digital ad in 4 different positions and sizes
Nielsen Cadbury Test June 2011

28
Key Takeaways
Overall, the Visual Attention Pattern seen in the heat maps is distinct, quite similar across the four test groups and shows high visibility for the top left ad format The Visual Attention Pattern shows clearly that participants attention is concentrated to the left and high on the page The pattern also clearly shows that participants scan the whole page (left to right) high on the page: The lower on the page they get, the more the gaze is drawn to the left-hand side/ center of the page a) b) c) d)
High visibility Medium visibility Low visibility
This pattern obviously, have effect on different ads chance to be seen: The ad format high on the screen (marked green in c) above) is seen by almost everyone (95 %). The format on the right almost by none (9 %) The top format is also seen quicker and dwell time is longer
and the high visibility creates higher recall values The higher visibility also creates stronger recall values In all recall questions the cell with the stimulus top left which has the highest visibility also by far has the highest recall values
The results from this study shows clear differences between different ad placements. The top left ad format is greatly outperforming the other formats measured. The study also reveals a visual pattern which can predict where an ad has high visibility, i.e. high and to the left. It also shows how the added visibility also adds in recall and understanding
29
Ad in first position significantly outperforms all other placements
stimulus 1
stimulus 2
stimulus 3
stimulus 4
SEEN AD
TIME ON AD TIME TO FIRST FIXATION
95 % 3s
9% 0.5 s 8s
25 % 0.5 s 2.5 s
17 % 1.5 s 3.5 s
1s
30
Interestingly, claimed recall of ads in stimuli 1-3 are higher than the % who actually saw the ad.
Ad Recognition
Do you recall seeing this promotion on the website you have just browsed?
stimulus 1
stimulus 2
stimulus 3
stimulus 4
85%
78% 65%
73%
Yes No 15% 22%
35%
27%
Seen ad: 95%
Seen ad: 9%
Seen ad: 25%
Seen ad: 17%
31
What our clients are saying

Adding Visual Effectiveness Research to all our digital campaigns is helping us to evaluate our marketing investments in a rapidly changing environment.
Krister Karjalainen, Head of Digital, Procter & Gamble Scandinavia

To support the launch of our new photobook products for this holiday season, we utilized
EyeTrackShop to help us optimize the proposition, communication and user experience for our customers. The EyeTrackShop process is designed with client needs in mind.
The entire process - from initiation of the research to the report out of results is elegant in its simplicity. And, we received actionable findings within a week that were clear, focused and which helped us get to market with our offer optimized for success. I have no doubt that this
type of research approach can and will change the shape of marketing and communications development in a fundamentally new manner .
Barry Herstein CMO and GM Snapfish (HP)

EyeTrackShop has leveraged a relatively inaccessible methodology to provide a solution for mass audiences. The
results from their innovative eye-tracking methodology encouraged us to revisit not only our packaging communication priorities but also the placement of our label elements. The team was flexible and great to work with and the turnaround was surprisingly fast. Great experience!
Nicole Thomas, Global Insights Manager, Brand Insights, Clorox Bleach
32
Visual Performance Research

Three Creatives for Bloomberg Businessweek
October 2011
33
Three Bloomberg/BusinessWeek Ads Tested
34
Key Takeaways
VIRAL
EYE-TRACKING RESULTS
13% saw the logo (30% less respondents
than for Disruptive and Charged) 60% saw the text messages this is below both Disruptive (by 12%) and Charged (by 33%)
DISRUPTIVE
17% saw the logo (on par with
Charged and above Viral) 80% saw the text messages, which is 19% percentage higher than for Disruptive and 33% higher than Viral
CHARGED
17% saw the logo (on par with Disruptive and above Viral) 67% saw the text messages (19% below Disruptive and 12% above Viral)
SURVEY QUESTION RESULTS

Corporate CEO is the Reader (35% above average) The ad does not fit the Bloomberg Businessweek statement very well (30% below the average) The ad is described as old fashioned (84% above average) and as providing the same stories as everyone else does (75% above the average) 27% less respondents than average, described their first impression of the ad with really like it

Corporate CEO is the Reader (26% above average) The ad fits the Bloomberg Businessweek statement (23% better than the average) The ad is described as contemporary (63% above the average) 28% more users described their first impression of the ad as really like it

Emerging Young Leaders are the readers of Bloomberg Businessweek according to the respondents (82% above average) The ad fits the Bloomberg Businessweek statement (equal to average) The ad is described as providing an interesting business perspective (59% above average) and as surprising (16% above the average) 8% more respondents than average, described their first impression of the ad as really like it
Average is an average of all three ads

35
Almost all attention is focused on image and word in each ad. Copy and logo attract little notice.
More attention
Less attention
36
Almost all attention is focused on image and word in each ad. Copy and logo attract little notice.
High attention
Less attention
37
In all three ads, readers start with the image, then the word, and finally the image and logo (among those who see these elements at all).
38
Disruptive and Charged attract more attention to both the logo and message at the bottom of the ad than does Viral.
Eye-tracking Statistics
Recommendation Consider displaying message and logo more prominently, and making message more concise.
Statistic Saw Logo Time on logo Saw picture Time on picture Saw message Viral 13% 0.4s 100% 3.6s 7% Disruptive 17% 0.3s 90% 2.0s 23% Charged 17% 0.3s 100% 3.5s 20%
Time on message
0.6s
1.2s
0.9s
39
Viral conveys an old fashioned feel and scores poorly on contemporary and providing an interesting business perspective compared to other ads.
MY FIRST IMPRESSION OF THIS AD
50% 40% 30% 20% 10% 22% 39% 31% 35% 19% 20% 13% 11% 6% 4%
0%
Really like it Somewhat like it Neither like, nor Somewhat dislike I don't like at all dislike VIRAL AD
THIS AD TELLS ME THAT BLOOMBERG BUSINESSWEEK IS

40% 35% 30% 25% 20% 15% 10% 5% 0% 35% 29% 21% 6% 7% 24% 24% 12% 5% Surprising Providing an interesting business perspective Old fashioned 4% 4% Predictable
30%
AVERAGE OF DISRUPTIVE AND CHARGED
Contemporary
Publishing the same stories that everyone else does
40
Packaging Test
Clorox
April 2011
41
Two labels tested, new vs. current, among users and non-users of Clorox2 Stain Fighter & Color Booster
Clorox
April 2011
Current Label
New Label
42
The logo receives attention in both labels among both segments. Stain Fighter Color Booster receives most attention in the new label among non-users.
Users Current label New label Current label
Non users New label
Less attention
More attention
43
Stain Fighter & Color Booster in new label is viewed for 1s longer among non-users than current, though a higher % actually see it on the current label
Users Current label New label Current label
Non users New label
100% seen VD: 1s 91% seen VD: 1.5s 100% seen VD: 2s 91% seen VD: 2.5s 100% seen VD: 2.5s 91% seen VD: 1.5s 100% seen VD: 2s 100% seen VD: 2.5s
73% seen VD: 1s 82% seen VD: 1.5s 82% seen VD: 3.5s
80% seen VD: 1.5s
More time spent viewing in new than current.

2011 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
44
44
Significantly more non-users correctly identify the product as In-Wash Stain Remover for the new label compared to current
Product Recall
Laundry Detergent
What is this product you just saw?
Fabric Softener In-Wash Stain Remover Liquid Bleach I dont know
Users
Non users
Current label
New label
Current label
New label
10%
5% 27% 57% 1%
6% 15% 12% 66%
1%
4% 13% 23% 2% 58%
4% 1% 9% 15%
71%
58% of non-users correctly identify product for new label vs. 71% for 2012 EyeTrackShop, Inc. All current. Confidential and Proprietary Rights Reserved.
45
How many respondents are needed?

ANALYSIS OF ONE ONLINE DISPLAY AD EYE TRACKED WITH EYETRACKSHOP
46
Visual Attention Pattern

In the example heat maps stabilize at 25-30 respondents Adding more respondents does not change results significantly
5 IP
15 IP
30 IP
45 IP
60 IP
75 IP
47
Percentage seen ad
Values stabilize at ~25 respondents Adding more respondents does not change results significantly
N=25
100% 92% 80%
N=50
N=75
94%
95%
60%
40%
20% # IP 0% 1 6 11 16 21 26 31 36 41 46 51 56 61 66 71 76
48
Business Models
Adhoc Projects
Heatmaps Gaze Opacity Fixation Order Time Spent on AOI Time to First Fixation Benchmark Database Own Panels Access to Best Practices Own Look & Feel on Reports Access Raw Data (own analysis) Build own tests Own Benchmark / Norms Own Survey-tool Customized GUI on Interface Self-service Platform 24/7 Support
Yearly Subscriptions

APIsolution

Investment Breakdown
Adhoc Projects
Heatmaps Gaze Opacity Fixation Order Time Spent on AOI Time to First Fixation
Yearly Subscriptions $2,500

per creative asset per cell
12-24 months contract Min 10 stimuli per month
APIsolution
$1,250
$5,000
Benchmark Database Own Panels Access to Best Practices Own Look & Feel on Reports Access Raw Data (own analysis) Build own tests Own Benchmark / Norms Own Survey-tool Customized GUI on Interface Self-service Platform 24/7 Support
12-24 months contract

Min 20 stimuli per month Downpayment for Initial Set-up & Development Licence Fee for Access to Platform & Database
Thank You!!
Contact Jeff Bander President GM 917.523.0007 jeff@eyetrackshop.com
Read more at www.eyetrackshop.com
51

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THE WORLDS FIRST ONLINE EYE TRACKING SOLUTION FOR WEBCAMS

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Partial Client List

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

2012 EyeTrackShop, Inc. 4 All Rights Reserved. Confidential and Proprietary

My favorite market researcher!

4Web Pages 4Editorial Spread 4Magazine Covers 4Editorial free-reading

4Point of Sales Material 4Packaging Studies 4Shelf Studies

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

2012 EyeTrackShop, Inc. 7 All Rights Reserved. Confidential and Proprietary

What makes us unique?

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

No hardware or software is needed, just a regular webcam

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

enables data mining for valuable insights to optimize effect of advertising

Time to first fixation

Normative Data base

such as general visibility of different ad formats (see example on following slides)

PRE-TEST Webcam Methodology Penetration

Camera Penetration in PCs

30% 20% 10%

PC Camera Penetration Rate

Camera Penetration in PCs

(source IDC Report)

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10

Stimuli Collection & Building Test Step 1

Sampling & Test goes live Step 2

Respondents take the test Step 3

Eye Tracking Data Analysis Step 4

Report Generation & Benchmark Comparison Step 5

Delivery of Report to Client Step 6

Screening criteria regarding target audience(s) Questions

Heat maps Key Biometrics on Visualization Effectiveness

Respondents are rewarded by panel exchange companies.

EyeTrackShop: Builds the test(s)

Package (Kraft Mayo):

Print ad (Diet Coke):

Print ad (Ben & Jerrys):

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Survey invites are sent to respondents anywhere in the world

Respondents receive a mail on their webcam equipped computer

and given easy on-screen information and instructions

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

and are guided into position with easy online tools

The stimulus is presented on the screen and respondents gaze is recorded

Respondents then participate in a brief survey.

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Visual Effectiveness Research YouTube October 2011

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Two key analyses

Full page analysis (slide 3-5)

Ad analysis (slide 6-8)

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

McDonalds ad noticed, with most attention focused on man eating burger

SEEN AOI Benchmark TIME ON AOI Benchmark

100 % 61 % 1.85 s 1.02 s

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Ad is seen first and respondents take little time to find it.

Average Time to First Fixation

Illustration show average time to first fixation in seconds

2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary