NEWS21 October 2011

3M adds video capabilities to visual attention analysis tool

North America Technology

US— Technology firm 3M has added video analysis capabilities to its Visual Attention Service, which is used by marketers as an alternative to eye-tracking.

The technology is used to illustrate how people react to visuals, and where the average eye will focus at any given moment.

Bill Smyth, business manager at 3M Digital Out of Home, said: “The ability to analyse video exponentially increases the applications for VAS, and really opens up a whole new world of possibilities. From infomercials to product placement in films, to point-of-sale displays and in-store signage, VAS with video offers marketers a level of accessibility to deep consumer insights that simply didn’t exist before.”

The new video-enabled VAS is currently being offered as a consulting service.