Power of Relevancy: The Biometric Impact of Online Advertising

via advertising.yahoo.com

Using biometric and eye-tracking measures, Yahoo! unveiled surprising results about consumers' non-conscious reactions to online display advertising across different targeting techniques.

read more at
http://advertising.yahoo.com/industry-knowledge/power-of-relevancy-insight.html

Mind Controlling the Angry Birds game

Using emotiv neuro-headset to control the Angry Birds game.
Mapping mouse movement and mouse left button click using emotive EmoKey KeyMap and GlovePIE.
Project members: Rafael Mizrahi, Anat Sambol



http://www.feng-gui.com/research/MindControlAngryBirds/

DejanSEO: Conversion Optimization With Predictive Heatmaps

David Iwanow (The Lost Agency) & Dan Petrovic (DejanSEO) Conversion Optimization session using Feng-GUI predictive attention heatmaps.

Watch the the session at http://dejanseo.com.au/conversion-optimisation-with-predictive-heatmaps/

Conversion Workshop: EyeTracking, Heat Maps and Visual Clarity, Oh My!

Bryan Eisenberg is hosting a MarketMotive webinar on January 18th, EyeTracking, Heat Maps and Visual Clarity, Oh My!
You can register for free.We will take volunteer websites or landing pages, run a heat map analysis on them and provide feedback at the end of the webinar. Register now to get your page analyzed.

http://www.marketmotive.com/training/tutorials/conference-calls-and-workshops/conversion-workshop-eyetracking-heat-maps-and-visual-clarity-oh-my.html

How to Prove That Your Designer Is Costing You Money

Bryan Eisenberg share a simple technique and how to use attention mapping software like Feng-GUI.com to prove to your designer that they are costing you money.

Attention mapping software uses software algorithms to create heat maps based on how people would engage with your Web page or ad within the first five seconds of interaction. Of course these tools aren't perfect as they can't predict what is driving a person's motivation but from a pure design perspective you can see if you are in the right direction or not.

Read the article and video at bryan eisenberg website
http://www.bryaneisenberg.com/2011/01/how-to-prove-that-your-designer-is-costing-you-money-video/

Read the article and video at ClickZ
http://www.clickz.com/clickz/column/1936030/prove-designer-costing-money-video

Update Your Reality at DLD11 conference

This is our second time heading to DLD 2011 conference at Munich and we couldn’t be more excited. If you're planning on attending DLD11 or you just happen to be in Munich and would like to meet up with us, please make sure you drop us a line at to let us know.
The DLD (Digital Life Design) Conference will be taking place for the seventh time in Munich from 23 to 25 January. With 40 panels and keynotes, speakers will discuss the effects of digitization on society, culture, the economy, and life. Invited are about 800 creatives and masterminds from media, society, technology and arts. On Sunday afternoon Maria Furtwängler will honour a creative and successful businesswoman and award her with the annual Aenne Burda Award for Creative Leadership.
Extract from the speakers' list

DIGITAL:
Numerous leading companies and successful start-ups will attend DLD 2011. Amongst them are Andrew Mason (Groupon), Nathalie Massenet (Net-a-Porter), Marc Benioff (Salesforce), Dennis Crowley (Foursquare), Facebook Co-Founders Sean Parker und Chris Hughes, Reid Hoffman (LinkedIn), Publisher Arthur Sulzberger (New York Times) und James Murdoch (News Corporation), Nikesh Arora (Google), Randi Zuckerberg und Dan Rose (Facebook), Padmasree Warrior, (Cisco), Jim Breyer (Accel), Werner Vogels (Amazon), Designer Claude Zellweger (HTC), Jason Calacanis (Mahalo), Lars Hinrichs, Michael Arrington (TechCrunch), Esther Dyson (Edventures), Beth Comstock (CMO GE), Stefan Glänzer (Angel Investor), Barry Silbert (Second Market), Susanne Klöß (Accenture) und Pete Cashmore (Mashable).
LIFE:
The list ranges from scientists, authors and human rights activists to music-managers. Among those are: Kevin Kelly (author of “What Technology Wants”), Professor of computer science David Gelernter, Eric Anderson (Space Adventures), Troy Carter (Manager Lady Gaga), as well as human rights activist Somaly Mam, Hubert Burda (Iconic Turn), Maria Furtwaengler (Actress), Juan Enriquez (Life Science Project), Deepak Chopra (Spiritual Leader) und David Agus (Navigenics).

DESIGN:
In 2011 artist, designer and architects will once again round up DLD. Including artist Olafur Eliasson, Hans-Ulrich Obrist (Serpentine Gallery), Bill Gross (Idealab), Bjarke Ingels (BIG) and Tino Sehgal (artist).

The event will be chaired by the Israeli investor Yossi Vardi and the publisher Hubert Burda and is taking place at the HypoVereinsbank Forum in Munich. The founders of the conference are Steffi Czerny and Dr. Marcel Reichart who established DLD in 2005.

DLD cooperates with numerous innovative companies like Mercedes-Benz, Microsoft, HP, Ernst & Young, Sky, Telefonica O2, Lufthansa, Strategy&brand and Deutsche Telekom.

Feng-GUI Dashboard v3 released

Feng-GUI has added Gaze Plot, Opacity and Areas of Interest (AOIs) reports to its Attention Analysis service which measures the performance of design in websites and advertisement.
The Gaze Plot, Opacity and AOIs reports are familiar for those of you who are using eye-tracking.
Having these reports within Feng-GUI Dashboard enhances the analysis possibilities and gives the designer more details about how the viewers perceive what they see.

Feng-GUI Dashboard version 3

Feng-GUI simulates human vision during the first 5 seconds of exposure to visuals. It creates heatmaps based on an algorithm that predicts what a real human would be most likely to look at. This offers designers, advertisers and creatives, a Pre-testing technology that predicts performance of an image, by analyzing levels of attention, brand effectiveness and placement, as well as breaking down the flow of attention.

Feng-GUI Attention Heatmap report

The Gaze Plot report visualizes the scan paths and order between elements inside the image. A Gaze Plot report is also referred as scanpath report.
It is made of a series of short stops (called fixations) and fast movements of an eye (called saccades).

Fixations are marked with circles along with a number that state the order in which the eyes move between fixations.
The first fixation is marked with the number 1. The time between fixations is about 300 milliseconds (ms).

Use the Gaze Plot report to visually demonstrate fixations order and gaze paths.

Feng-GUI Gaze Plot report

The Opacity map report tones down information that is not attractive and visually displays what your viewers may perceive during the first few seconds of visual inspection.
The most transparent areas are those that attract more attention.
Use the Opacity report to identify which areas are being perceived and which are being ignored.

Feng-GUI Opacity Map report

The Areas of Interest report (AOIs) lets you define areas inside the image and determine the percentage of the attention this area is drawing.
Areas of Interest report is also referred as Regions of Interest report (ROIs)

Feng-GUI Areas of Interest AOIs report

Use the Areas of Interest tool to compare results between different versions of your design and layout.

Areas of Interest AOIs tool

The price of usability testing and eye tracking is high and many advertisers, agencies and media companies are not willing to spend that amount of money, per ad or per web page. Designers need to perform a guesswork decisions during the creative process.

Using Feng-GUI attention analysis, designers realize which areas of the webpage, photo or advertisement gets most of the attention.
The reports helps to optimize the layout of a webpage, along with its buttons and banners and identify weak spots within an ad and improve its performance.

The 6 Secrets Of Eye-Tracking

"if we take print ads as an example, you've got 1.7 seconds of average viewing time, per reader."

Here are some suggestions drawn from a half-decade of experience using eye-tracking machines to learn what will best capture people's attention:

http://www.mediapost.com/publications/?fa=Articles.showArticle&art_aid=137686

Eye-Tracking & Conversion – A Match Made in Heaven?

Online eye-tracking studies have been used for years as an indicator of user interest in certain areas on a page measured by the point-of-gaze. At its most basic eye-tracking studies are interested in which elements on a page are responsible for garnering the most attention as measured by ‘looks’, ‘gazes’ or ‘views’.

As a stand-alone practice in the online world, eye-tracking studies are relatively useless for a number of reasons.

read more about the pitfalls of eye-tracking studies:
http://seminsights.com/ecommerce/eyetracking-conversion-messaging

Eyetracking: Is It Worth It?

Feng-GUI Attention analysis can serve you as a cost effective alternative to eye-tracking.
Of course, there are pros and cons for using eye-tracking.

Here are some good articles about eye-tracking and the pitfalls you need to be aware of:

Eyetracking: Is It Worth It?

The price of eye tracking

shocking-revelation-eye-tracking-problems

Eye Tracking and Web Usability: A Good Fit?

What is Eye-Tracking Good For?

How-Our-Brain-Finds-Waldo