Adobe wants to use eye tracking to test the visual effectiveness of their website and print ads. EyeTrackShop proposes testing ads using online eye tracking to analyze metrics like time spent looking at areas of interest. They will provide a report comparing metrics to benchmarks and including heat maps, fixation order, and survey results to help Adobe improve ad performance and messaging.

1. PRE-TEST
Website and Print Study
for Adobe
Research Proposal – January 2012
Presented By: Kerry Inserra, VP Client Services, Eyetrackshop
2011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary 1

2. BACKGROUND AND RESEARCH OBJECTIVES
PRE-TEST
Background:
Adobe wants to use EyeTrackShop’s patented biometric eye
tracking methodology to test website ad effectiveness and print
ad effectiveness in order to discover strengths and weaknesses in
terms of visual effectiveness.
Research Objectives:
Test and pinpoint strengths and weaknesses in terms of visual
effectiveness between various Adobe products within website or
print ad environment.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 2

3. PRE-TEST
Three Ways Adobe Will Stimulate ROI
and Lead Gen With EyeTrackShop
• 1. Test and Target-Early AB testing (prior to launch) to retrieve objective data
and intel on what consumers see and don’t see (pre-test online ads and/or print
ads)-scientific validation (no opinions or guesswork)
• 2. Determine if your creative is working functionally and delivering high impact
messaging; How do colors, size, messaging, spatial layout, entice or compel a
consumer into action- intent to purchase ?
• 3. Accelerate client revenue growth by uncovering and highlighting creative,
branding, or ad messaging inefficiencies that will help improve campaign
performance-will this ad be relevant to intended target audience? Is intent to
purchase strong?

4. CONTENT OF THIS PRESENTATION
PRE-TEST
• EYETRACKSHOP proposes a monadic approach in which the website or banner ad is
tested and/or print ad is tested using one testing group per segment.
• The results guarantee 20-30 quality eye tracking recordings in each test group, see
methodology and output on slide 5-7
• Investment Breakdown, see slides 10-11
• Results are compiled in a comparative report, see sample reports on slides 12-15 and
16-22.
2011 © EyeTrackShop All Rights Reserved. Confidential and Proprietary 4

5. METHODOLOGY
PRE-TEST
ETS builds mock-up of the …we send it to the respondents
1 package 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 5

6. METHODOLOGY
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 survey ends with a short
7 respondent’s gaze is recorded
8 questionnaire
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 6

7. PRE-TEST
Stimuli Collection & Sampling & Respondents take Eye Tracking Data Report Generation & Delivery of Report
Building Test Test goes live the test Analysis Benchmark Comparison to Client
Step 1 Step 2 Step 3 Step 4 Step 5 Step 6
CLIENT Adobe receives the
Adobe Submits:
report with:
• Stimuli
• Heat maps
• Screening criteria
• Key Biometrics on
regarding target
Visualization
audience(s).
Effectiveness
RESPONDENT
Respondent Respondents
• Receives test link are rewarded by
• Gives permission to panel exchange
activate webcam after companies.
which his /hers eyes
are calibrated
• Performs the test
during which his/hers
gaze is tracked.
EYETRACKSHOP
EyeTrackShop: EyeTrackShop: EyeTrackShop: EyeTrackShop:
• Builds the test(s) • Recruits • Receives the data •Report is automatically
respondents via panel • Pupil features are generated and compared
exchange companies detected through to benchmark database
• Goes live with the patented algorithms • Manually analysis of the
test • Hereafter follows a results
manual quality check
and supervision
7

8. DELIVERABLES
PRE-TEST
Biometrics on Visualization Effectiveness
HEAT & OPACITY MAP
Visualization of attention levels
SEEN AOI
Percentage of the respondents that
look at certain areas of interest
VISIT DURATION
Time spent on different areas of interest
4 3
TIME TO FIRST FIXATION 2
How quickly does an area attract 5
respondents’ attention?
6
1
8
FIXATION ORDER
In what order do respondents
7
look at the different elements?
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 8

9. DELIVERABLES
PRE-TEST
EyeTrackShop’s Benchmark Database
Eye tracking Metrics
All stimuli tagged on variables, e.g.
• Seen ad
 All key metrics are benchmarked to • Time to first fixation
• Ad format/placement
• Media
EyeTrackShop’s Benchmark Database • Time on AOI
• Product/Sub Brand
• Fixation order
• Branding vs. Direct response
• Ad content/design, eg:
• Person(s) in picture
Survey Question Statistics • Product in picture
• Brand recall • Price in ad
• Message understanding • Logotype position
• Activation/intention • Heading size
• Date, time for survey
Normative
Data base
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 9

10. EXAMPLE REPORT
FOR ILLUSTRATIVE PURPOSES
PRE-TEST
ONLY
Visual Effectiveness Research
YouTube-Client
October 2011
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 10

11. EXAMPLE REPORT
Example ILLUSTRATIVE PURPOSES
FOR Report PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
ONLY
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 11

12. EXAMPLE REPORT
Example ILLUSTRATIVE PURPOSES
FOR Report PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
ONLY
Opinion Intention
(Have you changed your opinion about the (What is your relation to the
advertiser after seeing this ad) product/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 12

13. EXAMPLE REPORT
Example ILLUSTRATIVE PURPOSES
FOR Report PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
ONLY
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 In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer
and represents the target group. Respondents web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.
are rewarded for their participation by the calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where
panel company. through the web camera. respondents answers by clicking in their answer.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 13

14. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Visual Pre Test of Print Ad
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 14

15. EXAMPLE REPORT
PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Wall Street Journal
Satellite Office
Zurich
September 2011
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 15

16. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Visual Attention Pattern
Satellite Office
Less attention More attention
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 16

17. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Advertisement statistics
Satellite Office
Benchmark
SEEN LOGO 50 % 52 % 38 %
TIME ON LOGO 0.5 s 1s 0.5 s
-out of those who saw the logo
TIME TO FIRST FIXATION 7s 1.5 s 3s
-out of those who saw the logo
Benchmark figures are from 155 ads within category Print
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 17

18. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Fixation Order
5 5
1 3
3
2
2
1
4 4
Satellite Office
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 18

19. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Statements
Which of the following statements do
you agree with about this advert?
Satellite Office
Stimulus 1 Stimulus 2
It improves my opinion of the brand advertised
I would like to see the ad again some time
I have an increased interest in using the brand 59% 59%
advertised
People like me would like this advert
It gives the feeling that what was said about brand
was worthwhile 11% 7% 13% 11% 13% 11% 9% 8% 13% 8% 13%
5%
I would mention points / impressions from the ad in
conversation
None of the above
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 19

20. EXAMPLE REPORT PRE-TEST
FOR ILLUSTRATIVE PURPOSES ONLY
Method
Study details
100%
Media: Wall Street Journal 80% Cell A - 153 questionnaire
60% / 15 eyetracking
Stimuli time: 10 s 40%
20%
Research date: 8-9 September 2011 0% Cell B - 151 questionnaire
/ 20 eyetracking
Sample– through panel exchange companies Eye Tracking – in the respondents own environment Stimuli– shown on the respondents computer
Respondents are recruited from web panels In the survey respondents are asked permission to access their Stimuli are shown at the respondents computer
and represents the target group. Respondents web camera. Thereafter the respondents eye/web camera is screen and respondents looks at them spontaneously.
are rewarded for their participation by the calibrated. During the test the respondents gaze is tracked Stimuli are followed by an questionnaire where
panel company. through the web camera. respondents answers by clicking in their answer.
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 20

21. PRE-TEST
THANK YOU!
Kerry Inserra
VP of Client Services, West Coast
Kerry@eyetrackshop.com
925-285-1857
2011 © EyeTrackShop, Inc. All Rights Reserved. Confidential and Proprietary 21