Find out why brands such as Google, Facebook, Spotify, General Mills, GNC, Brown and Toland, AOL, Millward Brown, P&G, Landor, H&M, Carat, Nielsen and many more are utilizing EyeTrackShop as an affordable methodology for ad effectiveness testing and usability studies.

1. VISUAL PERFORMANCE
PRE-TEST
The Worlds First Online Eye Tracking Solution for Webcams
DEVELOPED IN PARTNERSHIP WITH TOBII TECHNOLOGY, THE WORLD LEADER IN
EYETRACKING AND EYECONTROL
“BRILLIANTLY SIMPLE”
May 2012
Presented By: Kerry Inserra, VP Client Services
Kerry@eyetrackshop.com
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 1

2. CompanyPERFORMANCE
VISUAL Background
PRE-TEST
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!
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2

3. VISUAL PERFORMANCE
PRE-TEST

4. VISUAL PERFORMANCE
WHAT WE DO
PRE-TEST
WE IDENTIFY WHERE PEOPLE LOOK,
FOR HOW LONG AND IN WHAT ORDER
http://www.youtube.com/watch?v=ovLEnoz3Ox8
2011 © EyeTrackshop, Inc. All Rights Reserved. Confidential and Proprietary 4

5. WHY WE ARE UNIQUE
VISUAL PERFORMANCE
PRE-TEST
Visual Digital Insights
Effectiveness Benchmark Database
GLOBAL CAPABILITIES ONLINE PANELS QUICK TURNAROUND
48h
Get the amazing results in
Test your Ad work, Pack No hardware or software is
Design or Website needed, just a regular just a few days, to very
simultaneously in multiple webcam affordable prices
countries
2011 © Eyetrackshop, Inc. All Rights Reserved. Confidential and Proprietary 5

6. VISUAL PERFORMANCE
PRE-TEST
Package Design Online/Display
Ads
Print Ads Advertising
Direct
Outdoor
Marketing
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6

7. VISUAL PERFORMANCE
PRE-TEST
Website Analysis
The Web Visual Report gives a snapshot over how customers interact with your Website.
Visual Attention Pattern Opacity Visual Statistics Visual Fixation Order
Heat maps are used in eye- Opacity maps are used in eye- Statistics below show Illustrations show the order
tracking analysis to visualize percentage of respondents in which key elements have
tracking analysis to visualize the
what the consumer does NOT that have seen /fixated on been noticed. Thus number
most popular areas. The most
see. Sometimes even more each key element and the 1 is the first object to be
colorful areas indicates what is
total average time spent on noticed, 2 is the second and
most interesting valuable that what is seen
each element. so on.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 7

8. PRODUCTS
VISUAL PERFORMANCE
PRE-TEST
The Media Analysis Tests measures the performance of a specific
MEDIA ANALYSIS
communication unit.
The test provides intuitive results for how the communication works and where it potentially
Web Pages fails, giving valuable information for optimization.
Online Stores
Magazine Covers
Editorial Spread
VISUAL ATTENTION PATTERN(S) EYETRACKING STATISTICS QUESTIONNAIRE ANSWERS
DELIVERABLES
Heat maps/gaze opacity are used in eye- Report gives insights to
tracking analysis to visualize the most popular The report also show how many have seen different AOI’s respondents’ likeability,
areas. The most colorful areas indicates what in the communication unit, average time to first fixation emotions and intentions etc
is most interesting and average time on these areas
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8

9. VISUAL PERFORMANCE
PRE-TEST
How do we do it?
9

10. HOW WE DO IT
VISUAL PERFORMANCE
PRE-TEST
ETS builds mock-up of the …we send it to the respondents
1 page(s) to be tested 2 anywhere in the world
Respondents receive a mail on their …and given easy on-screen
3 web cam equipped computer… 4 information and instructions
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10

11. HOW WE DO IT
VISUAL PERFORMANCE
PRE-TEST
Respondent are asked to permit …and are guided into position
5 ETS access to the web cam…
6 with easy on-line tools…
The stimuli is presented on the screen and The test ends with a quick
7 respondent’s gaze is recorded
8 questionnaire of 4 questions
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 11

12. VISUAL PERFORMANCE
PRE-TEST
Benefits of Eyetrackshop
Usability 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

13. VISUAL PERFORMANCE
PRE-TEST
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.

14. VISUAL PERFORMANCE
PRE-TEST

15. VISUAL PERFORMANCE
PRE-TEST
Web Ad
Visual Effectiveness Research-Client Case Study
YouTube
October 2011
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15

16. VISUAL PERFORMANCE
Visual EffectivenessPRE-TEST
Research
Report consists of two parts
Full page analysis Ad analysis
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16

17. Web Page Analysis
VISUAL PERFORMANCE
PRE-TEST
Visual Attention Pattern Visual Attention Pattern
Heat map Opacity
Less attention More attention
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17

18. Web Page Analysis
VISUAL PERFORMANCE
PRE-TEST
Visual Statistics Web Page
A D
More
attention
B
E
C
F
Less
attention
AOI A AOI B AOI C AOI D AOI E AOI F
SEEN AOI 40 % 83 % 97 % 100 % 87 % 43 %
Benchmark 48 % 82 % 99 % 98 % 55 % 60 %
TIME ON AOI 0.4 s 1.0s 2.5 s 1.85 s 1.0 s 0.9 s
Benchmark 0.6 s 0.9s 2.8 s 1.99 s 0.9 s 0.8 s
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18

19. Web Page Analysis
VISUAL PERFORMANCE
PRE-TEST
Web Page Fixation Order Average Time to First Fixation
2 1.56 s
1 0.64 s
4 2.32 s
5 3.11 s
3 1.80 s
6 6.66 s
Illustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in seconds
respondents look first at, 2 is the second and so on
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19

20. Ad Analysis
VISUAL PERFORMANCE
PRE-TEST
Visual Attention Pattern Statistics For Ad
Eye Tracking Benchmark * Result
SEEN AD 61 % 100 %
AVERAGE TIME ON AD 1,02 s 1,85 s
-out of those who saw the ad
TIME TO FIRST FIXATION 2,72 s 0,65 s
-out of those who saw the ad
Questionnaire Benchmark * Result
AD RECALL 31 % 60 %
BRAND RECALL 58 % 97 %
Less attention More attention
* Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20

21. Ad Analysis
VISUAL PERFORMANCE
PRE-TEST
Areas Of Interest Statistics
MESSAGE
Logotype Benchmark * Result
MESSAGE SEEN LOGOTYPE 18 % 3%
PICTURE AVERAGE FOCUS ON LOGOTYPE 12 % 1%
LOGO
Message Benchmark * Result
42 % 43 %
Ad Fixation Order SEEN MESSAGE
AVERAGE FOCUS ON MESSAGE 49 % 18 %
3
5
1
Picture Benchmark * Result
4 2
SEEN PICTURE 42 % 100 %
Illustration show average time to first fixation. 1 is the area AVERAGE FOCUS ON PICTURE 38 % 68 %
respondents look first at, 2 is the second and so on
* Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21

22. Ad Analysis
VISUAL PERFORMANCE
PRE-TEST
Opinion Intention
(Have you changed your opinion about the (What is your relation to the product/
advertiser after seeing this ad) service in this ad
Non buyers Buyers
Opinion change Benchmark * Result Relationship to content Benchmark * Result
Yes, in a positive way 24 % 27 % I have bought it before and will do so again 25 % 73 %
Yes, in a negative way 7% 0% I have bought it before but will not do so again 7% 13 %
No 71 % 73 % I have not bought it before but will definitely do so 6% 0%
I have not bought it before but might do so 31 % 10 %
I have not bought it before and will not do so 40 % 3%
* Benchmark, see method. * Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 22

23. Methodology
VISUAL PERFORMANCE
PRE-TEST
Method
Study details
Media: Youtube Age Gender
Advertiser: McDonalds
-18 9% Male 47 %
Stimuli time: 10,00 s 19-24 30 % Female 53 %
Benchmark category: SubChannel: Web Ad Search 25-34 20 %
Benchmark amount: 272 35-49 31 %
Research date: 2011-09-22 50+ 10 %
No participants: 30
Sample – through panel exchange companies Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computer
Respondents are recruited from web panels and In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer
represents the target group. Respondents are web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.
rewarded for their participation by the panel calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where
company. through the web camera. respondents answers by clicking in their answer.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 23

24. VISUAL PERFORMANCE
PRE-TEST
Web Ad
Visual Effectiveness Research
Spotify
November 2011
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 24

25. Visual Effectiveness Research
VISUAL PERFORMANCE
PRE-TEST
The report consists of two parts
Spotify without Facebook ad Spotify with Facebook ad
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 25

26. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Visual Statistics Web Page
A
More
attention D
B
C
E
Less
attention
AOI A AOI B AOI C AOI D AOI E
SEEN AOI 79 % 64 % 0% 64 % 71 %
TIME ON AOI 1.3 s 0.63 s 0s 1.84 s 0.6 s
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 26

27. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Web Page Fixation Order Average Time to First Fixation
2 3.68 s
4 4.27 s
2.86 s
1 0s
5
3 3.98 s
Illustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in seconds
respondents look first at, 2 is the second and so on
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 27

28. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Visual Statistics Web Page
A D
More
attention
B
E
C
F
Less
attention
AOI A AOI B AOI C AOI D AOI E AOI F
SEEN AOI 33 % 60 % 0% 40 % 7% 13 %
TIME ON AOI 1.61 s 0.23 s 0s 1.28 s 0.13 s 0.12 s
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 28

29. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Web Page Fixation Order Average Time to First Fixation
4 2.98 s
5 2.05 s
2 0.69 s
6 0s
1
0.10 s
3
1.54 s
Illustration show average time to first fixation. 1 is the area Illustration show average time to first fixation in seconds
respondents look first at, 2 is the second and so on
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 29

30. VISUAL PERFORMANCE
PRE-TEST
Visual Attention Pattern Ad Analysis Visual Attention Pattern
Without Facebook ad With Facebook ad
Less attention More attention Less attention More attention
* Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 30

31. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Visual Statistics Bottom Ad
Eye Tracking Benchmark * Result Benchmark * Result
SEEN AD 51 % 43 % SEEN AD 51 % 47 %
AVERAGE TIME ON AD 0.85 s 0.99 s AVERAGE TIME ON AD 0.85 s 1.06 s
-out of those who saw the ad -out of those who saw the ad
TIME TO FIRST FIXATION 4.92 s 17.8 s TIME TO FIRST FIXATION 4.92 s 28.6 s
-out of those who saw the ad -out of those who saw the ad
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 31

32. VISUALPage PRE-TEST
Web PERFORMANCE
Analysis
Visual Statistics Bottom Ad
Eye Tracking Benchmark * Result Benchmark * Result
SEEN AD 51 % 7% SEEN AD 51 % 13 %
AVERAGE TIME ON AD 0.85 s 0.19 s AVERAGE TIME ON AD 0.85 s 1.3 s
-out of those who saw the ad -out of those who saw the ad
TIME TO FIRST FIXATION 4.92 s 21.12 s TIME TO FIRST FIXATION 4.92 s 18.25 s
-out of those who saw the ad -out of those who saw the ad
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 32

33. Ad PRE-TEST
Analysis
VISUAL PERFORMANCE
How do you experience the How do you experience the audio
banner commercials on Spotify? commercials on Spotify?
0%
7%
7%
7%
10%
13%
23%
29%
58%
48%
Very
good
Very
good
Good
Good
Neither
good
nor
bad
Neither
good
nor
bad
Bad
Bad
Very
bad
(0%)
Very
bad
* Benchmark, see method. * Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 33

34. Ad PRE-TEST
Analysis
VISUAL PERFORMANCE
How often do you use Spotify? Where do you usually use
Spotify?
3%
0%
13%
16%
71% 29%
68%
At home Somewhere else
On
a
daily
basis
3-­‐4
7mes
a
week
Once
a
week
Once
a
month
Less
than
once
a
month
(0%)
* Benchmark, see method. * Benchmark, see method.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 34

35. Methodology
VISUAL PERFORMANCE
PRE-TEST
Method
Study details
Age Gender
Media: Spotify
-18 12 % Male 48 %
Benchmark category: SubChannel: Web Ad Social Media
19-24 22 % Female 52 %
Benchmark amount: 272
25-34 25 %
Research date: 2011-11-30
35-49 28 %
No. participants: 31
50+ 13 %
Sample – through panel exchange companies Eye Tracking – in the respondents own environment Stimuli – shown on the respondents computer
Respondents are recruited from web panels and In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer
represents the target group. Respondents are web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.
rewarded for their participation by the panel calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where
company. through the web camera. respondents answers by clicking in their answer.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 35

36. VISUAL PERFORMANCE
PRE-TEST
Questions?
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.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 36

37. VISUAL PERFORMANCE
PRE-TEST
CONTACT
Kerry Inserra-Vice-President, Client Services, West Coast
Email Kerry@eyetrackshop.com 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!
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 37