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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!
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 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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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
GLOBAL CAPABILITIES
ONLINE PANELS
QUICK TURNAROUND
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
100%
(%)
Seen ad
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
40%
4
20% 0.6 Format C 2.1 1.2 Format A 2.0 1.0 Format B 2 0
0%
90% 80%
400.0 300.0
60% 50%
40%
200.0 100.0
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
CLIENT Stimuli
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
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
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
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How it works
1
Creative Asset to be tested in prepared
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How it works
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Respondent are asked to permit ETS access to the webcam
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Example Reports
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Less attention
More attention
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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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
40 % 48 % 0.4 s 0.6 s
83 % 82 % 1.0s 0.9s
97 % 99 % 2.5 s 2.8 s
87 % 55 % 1.0 s 0.9 s
43 % 60 % 0.9 s 0.8 s 19
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
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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 *
Questionnaire
AD RECALL
BRAND RECALL
Less attention More attention
31 % 58 %
* Benchmark, see method.
60 % 97 %
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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
Logotype
SEEN LOGOTYPE
LOGO
18 % 12 %
3% 1%
Result
Ad Fixation Order
3 5 1 4 2
Message
SEEN MESSAGE
Benchmark *
42 %
43 %
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
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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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
1s
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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%
35%
27%
Seen ad: 9%
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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 .
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!
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October 2011
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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
EYE-TRACKING RESULTS
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
EYE-TRACKING RESULTS
17% saw the logo (on par with Disruptive and above Viral) 67% saw the text messages (19% below Disruptive and 12% above Viral)
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Almost all attention is focused on image and word in each ad. Copy and logo attract little notice.
More attention
Less attention
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Almost all attention is focused on image and word in each ad. Copy and logo attract little notice.
High attention
Less attention
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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).
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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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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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
30%
Contemporary
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Packaging Test
Clorox
April 2011
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Two labels tested, new vs. current, among users and non-users of Clorox2 Stain Fighter & Color Booster
Clorox
April 2011
Current Label
New Label
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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The logo receives attention in both labels among both segments. Stain Fighter Color Booster receives most attention in the new label among non-users.
Less attention
More attention
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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
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
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Significantly more non-users correctly identify the product as In-Wash Stain Remover for the new label compared to current
Product Recall
Laundry Detergent
Users
Non users
Current label
New label
Current label
New label
10%
5% 27% 57% 1%
1%
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.
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5 IP
15 IP
30 IP
45 IP
60 IP
75 IP
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
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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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
Yearly Subscriptions
APIsolution
Investment Breakdown
Adhoc Projects
Heatmaps Gaze Opacity Fixation Order Time Spent on AOI Time to First Fixation
APIsolution
$1,250
per creative asset per cell
$5,000
per creative asset per cell
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
2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary
Thank You!!
Contact Jeff Bander President GM 917.523.0007 jeff@eyetrackshop.com
Read more at www.eyetrackshop.com
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