eyetrackshop deck 7.11.12 (jb)

THE WORLDS FIRST ONLINE EYE TRACKING SOLUTION FOR WEBCAMSDEVELOPED IN PARTNERSHIP WITH TOBII TECHNOLOGY, THE WORLD LEADER IN EYETRACKING AND EYECONTROL

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Company BackgroundFounded 2009Offices 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

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Partial Client List


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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 Algorithms2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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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


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Benchmark DatabaseSaving all results and ad data in a databaseEye 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 advertisingAverage 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%

420% 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)2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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PRE-TEST Webcam Methodology Penetration

Camera Penetration in PCs600.0 500.070%

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 PCsPC 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 results2012 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 Adshttp://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 works1Creative Asset to be tested in prepared

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Survey invites are sent to respondents anywhere in the world

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Respondents receive a mail on their webcam equipped computer

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and given easy on-screen information and instructions


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How it works5Respondent are asked to permit ETS access to the webcam

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and are guided into position with easy online tools

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

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Respondents then participate in a brief survey.


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Example Reports

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Visual Effectiveness Research YouTube October 2011


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Two key analyses

Full page analysis (slide 3-5)

Ad analysis (slide 6-8)


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McDonalds ad noticed, with most attention focused on man eating burgerVisual Attention Pattern Heat map Visual Attention Pattern Opacity

Less attention

More attention2012 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 adAMore attention

D B

E C FLess 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 Order2

Average Time to First Fixation1.56 s

1

0.64 s

4

2.32 s

5 3 1.80 s

3.11 s

6

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


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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 TrackingSEEN 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 sBenchmark *

100 % 1.85 s 0.64 sResult

TIME TO FIRST FIXATION

QuestionnaireAD RECALLBRAND RECALLLess 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 InterestConsider enlarging logo and moving closer to man eating burger to increase brand recall.

StatisticsBenchmark * Result

MESSAGE MESSAGE PICTURE

LogotypeSEEN LOGOTYPELOGO

18 % 12 %

3% 1%Result

AVERAGE FOCUS ON LOGOTYPE

Ad Fixation Order3 5 1 4 2

MessageSEEN MESSAGE

Benchmark *

42 %

43 %

AVERAGE FOCUS ON MESSAGE

49 %

18 %Result

PictureSEEN 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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2011 EyeTrackShop All Rights Reserved. Confidential and Proprietary


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Online Advertising Testing


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Tested digital ad in 4 different positions and sizes

Nielsen Cadbury Test June 201128


Key TakeawaysOverall, 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 understanding2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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Ad in first position significantly outperforms all other placements

stimulus 1

stimulus 2

stimulus 3

stimulus 4

SEEN ADTIME 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 s2012 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%

Yes No 15% 22%

35%

27%

Seen ad: 95%

Seen ad: 9%

Seen ad: 25%


Seen ad: 17%

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What our clients are sayingAdding 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 ScandinaviaTo 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


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Visual Performance ResearchThree Creatives for Bloomberg Businessweek

October 2011


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Three Bloomberg/BusinessWeek Ads Tested


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Key TakeawaysVIRALEYE-TRACKING RESULTS13% saw the logo (30% less respondentsthan for Disruptive and Charged) 60% saw the text messages this is below both Disruptive (by 12%) and Charged (by 33%)

DISRUPTIVEEYE-TRACKING RESULTS17% saw the logo (on par withCharged and above Viral) 80% saw the text messages, which is 19% percentage higher than for Disruptive and 33% higher than Viral

CHARGEDEYE-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)

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

SURVEY QUESTION RESULTS 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

SURVEY QUESTION RESULTS 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 ads2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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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).

1

1

1

2

2

2

3

4

3

4

4

3


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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 StatisticsRecommendation 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

0.9s2012 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

THIS AD TELLS ME THAT BLOOMBERG BUSINESSWEEK IS40% 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


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Packaging Test

CloroxApril 2011


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Two labels tested, new vs. current, among users and non-users of Clorox2 Stain Fighter & Color Booster

CloroxApril 2011

Current Label

New Label2012 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.

Users Current label New label Current label

Non users New label

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

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

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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 RecallLaundry 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.

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How many respondents are needed?ANALYSIS OF ONE ONLINE DISPLAY AD EYE TRACKED WITH EYETRACKSHOP

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Visual Attention PatternIn 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 IP2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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Percentage seen adValues stabilize at ~25 respondents Adding more respondents does not change results significantly

N=25100% 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 762012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

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Business ModelsAdhoc 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 Support2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

Yearly Subscriptions

APIsolution


Investment BreakdownAdhoc Projects Heatmaps Gaze Opacity Fixation Order Time Spent on AOI Time to First Fixation

Yearly Subscriptions $2,500per creative asset per cell12-24 months contract Min 10 stimuli per month

APIsolution$1,250per creative asset per cell

$5,000per 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 Support2012 EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary

12-24 months contractMin 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 [email protected] more at www.eyetrackshop.com


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eyetrackshop deck 7.11.12 (jb)

Documents

ad time

ad data

i2012 eyetrackshop

ad work

ad seconds

fixation time

ip algorithms2012 eyetrackshop

client step