IN DEPTH: 3M system predicts how ads are seen
3M says a new Web-based service for designers and agencies will let them forecast consumers’ response to creative executions in a scientifically validated way.
The image-processing algorithms at the heart of the firm’s Visual Attention Service (VAS) predict which parts of an image will be noticed by viewers within the first three to five seconds of exposure.
Brand owners, designers and agencies can upload static images for analysis and receive results instantly. VAS is also available for video through 3M’s consulting service.
The technology’s accuracy has been proven with more than 1000 images, according to 3M, by comparing its predictions to eye-tracking data measuring actual viewers’ responses. Our illustration shows a VAS analysis of a photograph with the most attention-grabbing areas pinpointed.
As well as identifying the parts of an image that will attract attention, the VAS system predicts the order in which they will be seen.
“Current estimates are that the model is able to produce results similar to eye-tracking in over 80 percent of test cases,” says 3M, although the firm acknowledges that some images contain too many visual distractions for the predictions to be reliable.
“It is complementary to traditional methods such as eye-tracking and focus groups, bringing into play an automated, predictive model for determining visual effectiveness in the creative process,” said Andrew Hicks, European market development manager for 3M’s display and graphics division.
The VAS system has been tested with several European advertising and marketing specialists, including sales promotion agency SMP, creative firm William Martin Productions, and Think Eyetracking.
“We have trialled 3M’s VAS to add further refinement and science to our retail creative output,” said Chris Carter, director of SMP Retail. “It has given us the ability to test alternative positioning of creative assets, assess the impact of imagery and optimise copy layout to reflect our desired consumer take-out.”
3M says the service, which can be employed on a pay-per-use or subscription basis, will allow designers to check artwork before committing to production; give agencies a way to differentiate themselves from the competition; and underline to their clients the value of effective design.
A free trial of the service is available through the 3M Website.
www.3M.com/VAS
www.smp.uk.com
www.williammartinproductions.co.uk
thinkeyetracking.com
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