3M Releases Fourth Generation of Visual Attention Service

3M (News - Alert), a diversified technology company and provider of innovative products and services, has unveiled 3M VAS, the fourth generation version for its Visual Attention Service (VAS) revolutionary scanning tool. The latest release introduces video analysis and sequencing capabilities which serve to enhance the usability of the tool as an affordable and easier alternative to eye tracking. 

The latest offering from 3M has been designed to supplement the visual impact of professional design for use in advertising and marketing channels and across digital and print media as well. The company based the development of the scanning tool on extensive data gleaned from years of research over consumer reaction to different kinds of visuals. The 3M VAS has been based on deep vision science and technology integration.

Bill Smyth, business manager, 3M Digital Out of Home, said, “The ability to analyze 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.”

Earlier, the tool could only provide analysis for still images. The 3M VAS, however, can carry out analysis of video to effectively demonstrate visual interaction of consumers with any scene or setting. It also helps identify focus of the average human eye at any given point of time.

3M VAS analyzes digital and print content via a set of algorithms which picks up visual based clues, thereby offering a more accurate analysis. Users are provided with a prescriptive heatmap which navigates over the video sporting a travelling fixation indicator which sits over the heatmap.

The latest version additionally includes upgrades which include valuable sequencing feature which identifies human eye focus in the first few seconds of image viewing and offers a sequence of fixation points thereafter. Furthermore, the software also offers users with personalized setting options for direct mail/email and in-store contexts.

Kelly Canavan, marketing manager, 3M Commercial Graphics, said, “We see VAS with video as particularly valuable to those looking to predict consumers’ visual journey in retail environments, and how that journey plays into the path to purchase. VAS with video also excels in helping marketers and advertisers to stand out and meet their visual goals in the crowded universe of rich media and online video.”