3M Adds Video Analysis to Visual Attention Service

US-based innovation giant 3M has enhanced its Visual Attention Service (VAS), which determines how people are most likely to visually interact with any scene or setting. Previously catering only for still images, the service now analyses video.

VAS analyzes the graphical and text elements of content, and its algorithms then processes visual cues such as colour, edges, faces, shapes and contrast. Results reveal which design elements are most likely to be viewed first, along with those which will not get noticed.

Previously offered only for still images, the new 3M VAS can be used to predict consumers' visual journey in retail environments, and how that journey feeds into the 'path to purchase'.

Version 4.0 also features upgrades to the tool's still image analysis, including a sequencing feature that demonstrates not only where the human eye is most likely to pay attention in the first few seconds of viewing an image, but also the sequence of fixation points.

Bill Smyth, Business Manager, 3M Digital Out of Home, says: 'The ability to analyze video exponentially increases the applications for VAS. 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.'

Web site: www.3m.com .