3M Launches Visual Attention Service 3.0
Yesterday, 3M introduced the newest generation of its Visual Attention Service (VAS), an online tool that allows its users to upload an image and have the software analyze the visual impact of the image.
The VAS software looks at both the graphical and text elements of the uploaded image and identifies what features the average person is most likely to see. VAS has the ability to process all kinds of things inside the uploaded images, such as color, individual faces, shapes and contrasts. Once the image is processed, about 20 seconds after it is uploaded, the results are displayed via a heatmap accompanied by a “visual score”.
In addition to the ability to upload an image via the VAS website, 3M has also launched a Photoshop plug-in, an IPhone app, and has a VAS Android app in the works. They are also currently offering a free-trial (up to 5 images). Pricing ranges from $119 for ten images to $699 per month for unlimited “Premium Access” use, which includes the addition of “real world” ad comparison.
Could this spell an end of the use of eye tracking for print ads and website design?
According to 3M, VAS 4.0 is already in the development phase and is expected to launch in Q4 of 2011. It will feature the ability to analyze user uploaded video in addition to the abilities currently available in the 3.0 version.
Check out the video below, or the free demo, and let us know what you think.
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Alex