Maximize the advert communication potential by increasing the brand visibility and engagement of the advert.

1. Print advert testing
8/04/2015 1EyeSee

2. Which ad will maximize the ROI of the campaign?
8/04/2015 EyeSee 2
Advert A Advert B

3. Maximize advert communication potential
8/04/2015 EyeSee 3
• Does the advert stand out from the clutter?
• How quickly is the advert seen?
• How much interest does the advert evoke?
• Is the brand noticed?
• Is the main message noticed?
• Is the product noticed?
• Which design is overall more appealing to consumers?
• Which design reports the highest purchase intent?
• Is the advert credible, clear, innovative, in line with the brand,…?
Maximize visibility and engagement of adverts
• Increased visibility and engagement results in higher message delivery.
• Increased message delivery results in increased marketing effectiveness.
• Increased marketing effectiveness increases sales.
Eye Tracking
Quant Survey
Impact

4. Why Eye Tracking, why EyeSee
8/04/2015 EyeSee 4
Eye tracking: what you do not see, you do not buy
Consumers are overwhelmed with visual stimuli each day. Their (purchase)
behavior is influenced by advertising, without recalling what they have seen.
Eye tracking is a unique research method to evaluate how consumers
perceive communication messages by measuring what they are actually
looking at.
It tracks people’s eyes to know what they have seen (not!) without relying on
recall or post rationalization.
EyeSee: experience + unique technology = actionable insights
Experience
Unique technology
Actionable insights
EyeSee is working for marketing and market research directors of leading e-commerce, FMCG, healthcare
companies in our target countries and our team consists of former consultants of big MR firms.
We have a unique technology for tracking people’s eyes and facial expressions with their laptop and webcams
at home, resulting in fast and cost effective insights.
EyeSee is revolutionizing the market research industry. We focus on actionable insights and improve marketing
communication impact.
Acts (e.g. buy)
Intends to act
Likes proposition
Holds Attention
Attracts Attention Eye Tracking
Insights
Qualitative
insights
Post testing

5. Online Eye Tracking:
Fast, scalable and cost effective
8/04/2015 EyeSee 5
Step 1:
Upload stimuli
Step 2:
Recruiting respondents
Step 3:
Testing remotely
Step 4:
Analysis and reporting
We upload your stimuli
and program the test
Respondents are recruited
to complete a survey with
their own mobile device
The stimuli is exposed
while screen/voice/face is
recorded. A survey is filled
out in the end
Output is a report
with detailed findings and
recommendations

6. EyeSee’s 3 steps to optimize advert design
8/04/2015 EyeSee 6
Advert
stopping power test
Advert message
communication test
Communication &
preferences
ACTIONABLE INSIGHTS
1. Eye tracking in an environment
Identify objectively effectiveness of the design in attracting
and keeping consumers’ attention in a competitive context:
Does the advert stand out from the clutter?
 How much attention does the product get?
How fast does the advert attract the attention?
2. Stand alone advert exposure
Identify design elements which attract attention first
and most as well as ‘blind’ elements :
Is the product visible?
Is the brand visible?
Is the main message visible?
3. Survey questions module
Collecting respondents’ opinion and probing memory on a
number of dimensions:
Recall: brand and message
Purchase intent
Overall likability, uniqueness, effect on brand image etc.
Recommendations
Increased visibility and engagement results in higher
message delivery.
Increased message delivery results in increased
marketing effectiveness.
Increased marketing effectiveness increases sales.
1 2 3

7. 8/04/2015 EyeSee 7
Example report

8. Research
objectives
 Maximize visibility of advert and stopping power
 Maximize brand visibility
 Maximize message visibility
Research objectives,
method and sample specifications
8/04/2015 EyeSee 8
Method
1. Omnibus with different exercises, composed out of browsing through
websites and mails, watching ads, etc.
2. CAWI with EyeSee proprietary webcam eye tracking tech
3. Respondents fill out a brief survey (without previous notice)
Sample
specifications
• 50+ respondents for eye tracking and 100 for questionnaire
• 50% male/female split
• Age: 24y-35y
• For CAWI – recruited at home

9. Testing process
8/04/2015 EyeSee 9
Stimuli is eye tracked
on full screen for 7
seconds
Stimuli is embedded
in a magazine
Short survey at the
end of interview
Rotation patterns for different respondents were applied.
Advert 1 Advert 2
Stimuli is eye tracked
on full screen for 7
seconds
Stimuli is embedded
in a magazine
Short survey at the
end of interview

10. Main findings
8/04/2015 EyeSee 10
SurveyRecommendationsFindingsEyeTracking
Magazine context:
Advert 1 is more visible (85% vs 70% visibility) and holds attention 35% longer!
Adverts shown on the full screen:
Key images are the focal points in both adverts. In the advert 1 person is placed closer to the brand,
consequently, the brand is significantly more (+145%) noticed in the advert 1.
Slightly more people noticed the main message in the advert 1.
• Advert 1 design performers better. It is advised to launch it. The advert communicates all
important aspects, creates higher interest and is perceived in a more positive way.
• Potential improvements include replacing single person in the Advert 1 with the couple from the
Advert 2 or using a different style of clothing.
Survey results:
It is easier to recall Advert 1 and the brand in this ad. It also communicates the message more clear and
evokes more interest for costumers. On the other hand, Advert 2 is preferred, with better overall
opinion and more likeable couple on the poster.

11. Design 1 generally scores better
8/04/2015 EyeSee 11
Advert 1 Advert 2
76% 71%Message delivery: how many customers notice the message?
59% 24%Brand building: how many customers noticed the Brand?
82% 95%Key image: does the image attract enough attention to ad?
2,4s 2.9sAd attraction: how fast does the ad attract the attention?
85% 70%Ad visibility: how many people notice the ad?
2,5s 1,6sAd Engagement: how long do customers look at the ad?
+30% +12%Ad recall: which Eurostar ads do you remember seeing?
52% 52%Clear: Was the advert clear? (score 4-5)
46% 54%Likeability: Which ad do customers prefer?
55% 45%
Purchase intent: How likely are you to search for additional
information or buy the product?
EyeTackingInsightsSurvey
Advert 1
Advert 2

12. 8/04/2015 EyeSee 12
Ad visibility

13. Advert 1 caught attention of 21% more people
8/04/2015 EyeSee 13
The difference in visibility of ads is significant – 85% of viewers noticed the ad 1, while 70% noticed the ad 2. Furthermore, advert 2 was spotted
faster and observed 35% longer on average!
% Seen 1st Seen Av. Time
Advert 1 85% 2.4 2.5
Advert 2 70% 2.9 1.6
Ad 1 Ad 2
Advert 1 Advert 2

14. 145% more people looked at the brand in the Ad 1
8/04/2015 EyeSee 14
Ad 1 Ad 2 Ad 1 vs. Ad 2
1. Brand Visibility 59,0% 24,0% +145%
2. Key Image Visibility 82,0% 95,0% -14%
3. Message Visibility 76,0% 71,0% +7%
Key images are the focal points in both adverts. In the advert 1 person is placed closer to the brand, consequently, the brand is significantly more
(+145%) noticed in the advert 1. Slightly more people noticed the main message in the advert 1.
1
3
2
3seconds
1
2
3
Advert 1 Advert 2

15. 8/04/2015 EyeSee 15
Consumers’ evaluation

16. Advert 1 is recalled significantly better
8/04/2015 EyeSee 16
Q: Which ads do you recall seeing?
* - growth rate compared to benchmark
Q: Apart from trying to sell you the product, what was the main
message of this ad? (open ended)
Poster main message: The product is…
Both ads are recalled more than average, but the advert 1 scored significantly better. The image is less complex and it is more obvious that it was
taken in London. About 68% (39%+29%) recalled London in the advert 1 and 50% (30% +20% in the advert 2. Also, 20% more recalled the message
that Eurostar is not expensive in the advert 1 (30%) than in the advert 2 (25%). This is because of the better visibility in the advert 1. The price
could be indicated more clearly.
30% *
12% *
Ad 1 is recalled significantly better
39%
30%
29%
26%
30%
25%
20%
25%
0% 10% 20% 30% 40% 50%
Visit London
Eurostar is not expensive
London at low cost
Travel more
Advert 1
Advert 2

17. In direct comparison, Ad 2 is preferred
8/04/2015 EyeSee 17
Advert 2 is preferable to the Advert 1 and has a stronger impact on respondents’ general opinion. On following slides, it is clear that respondents
more like advert 2 because of the ‘couple’ compared to a single person in the ad 1. Other respondents favour the background on the advert 1 as it
clearly symbolizes London. Consider to change the person in the advert 1 to increase likeability.
54%
46%
Q: What is your overall opinion of this ad?
(1 - I don’t like it at all, 5 – I like it very much)
Advert 2 has a stronger impact on respondents’ opinion.Advert 2 is preferred
10%
9%
23%
26%
30%
25%
22%
25%
15%
15%
0% 20% 40% 60% 80% 100%
Ad 1
Ad 2
1 2 3 4 5
Q: Please click on the AD you find more attractive.

18. Both ads arouse initial curiosity to respondents
8/04/2015 EyeSee 18
It is very interesting that both ads evoke interest in searching for additional information about the brand. Around a half of tested respondents will
seek for extra information about the product.
However, the advert 1 is performing better than the advert 2. It is highly likely that the clear view on the popular attraction in London has a higher
impact on behaviour, although the advert is generally less liked.
Q: How likely are you to search for additional information or buy the product?
(1. Not likely at all, 5. Very likely)
15%
10%
10%
15%
20%
30%
30%
25%
25%
20%
0% 20% 40% 60% 80% 100%
Ad 1
Ad 2
1 2 3 4 5
The chance to search for additional info is higher in advert 1 than in advert 2

19. Advert 1 has more likable background, while the couple
is preferred to a single person
8/04/2015 EyeSee 19
Q: Please click on all the elements/parts of the ad you like?
More positive clicks Less positive clicks
“Advert 1” –The poster background has the major positive impact on respondents’ opinion. The lady, on the other hand, has the least number of
positive clicks.
“Advert 2” – Most of positive clicks are gained by the couple in the middle, while the entire background has notably less number of positive clicks.
Generally, respondents had positive opinion about the main messages in both posters.
Advert 1 Advert 2

20. Key metrics
8/04/2015 EyeSee 20
Q. Was the advert clear?
Q. How relevant was the advert to you?
Q. Did it change the way you feel about the brand?
Q. Were the claims in the advert believable?
Q. Did it make you more or less likely to take action
(purchase, change behavior etc)? 10%
15%
7%
10%
2%
2%
10%
16%
8%
8%
15%
10%
15%
10%
8%
6%
14%
20%
10%
8%
30%
20%
48%
54%
30%
28%
30%
30%
30%
32%
25%
30%
22%
20%
24%
30%
34%
26%
32%
30%
20%
25%
8%
6%
36%
34%
12%
8%
20%
22%
0% 20% 40% 60% 80% 100%
Ad 1
Ad 2
Ad 1
Ad 2
Ad 1
Ad 2
Ad 1
Ad 2
Ad 1
Ad 2

21. Key attributes for both ads are “London” and “Nostalgic”
8/04/2015 EyeSee 21
35%
55%
64%
75%
City tripcheapNostalgicLondon
27%30%
60%
73%
City tripCheapLondonNostalgic
“London” and “Nostalgic” are two
words associated with both ads by
60%-75% of people. Ad 1 emphasises
the word “London” whereas the advert
2 stresses the word “Nostalgic”.
Advert 1 is percived as “cheap”. On the
other hand, respondents have
impresion that the Advert 2 better
promotes “city trip”.

22. Sample
8/04/2015 EyeSee 22
Q: How often do you travel?
35%
30%
20%
15%
1 times
per year
2-3 times
per year
+3 times
per year
Never
50%50%
Gender
Woman
Man
40%
40%
20%
Age
Age 15-24
Age 25-49
Age 50-65
33%
33%
33%
Region
Flanders
Wallonia
Netherlands

23. Maximize marketing impact with EyeSee
It’s fast, affordable and easy!
8/04/2015 23EyeSee
Olivier Tilleuil
+32 477 41 52 90
olivier.tilleuil@eyesee-research.com