© 3M All Rights Reserved. 3M Visual Attention Service (VAS) Commercial Graphics Division

© 3M 2010 | All Rights Reserved | Page 2 3M VAS INTRODUCTION

© 3M 2010 | All Rights Reserved | Page 3 Visual messages are everywhere Up to 5,000 a day Will your messages get attention?

© 3M 2010 | All Rights Reserved | Page 4 How do you command attention? Understand how the visual system works and use that knowledge to draw eyes to what you want them to notice!

© 3M 2010 | All Rights Reserved | Page 5 Meet 3M VAS !  New software service from a trusted innovator  Quickly test creative designs  Identifies what’s likely to be noticed in first 3-5 seconds  Create designs that draw attention to key messages  Based on 3M’s 30 years of Vision Science experience

© 3M 2010 | All Rights Reserved | Page 6 How VAS Works  Focus on “Bottom up” influencers ― Things likely to gain attention in first 3-5 seconds ― Part of everyone’s pre-wired neural architecture  VAS algorithms process important visual cues ― Faces ― Text ― Color ― Contrast ― Edges ― Object size  Consistency across gender, age & culture  Accuracy confirmed with eye tracking studies

© 3M 2010 | All Rights Reserved | Page 7

© 3M 2010 | All Rights Reserved | Page 8 Probability of getting attention during first 3 – 5 seconds. HeatmapOriginal

© 3M 2010 | All Rights Reserved | Page 9 Region MapAreas of Interest Probability of getting attention during first 3 – 5 seconds.

© 3M 2010 | All Rights Reserved | Page 10 Easy-to-Understand, Actionable Recommendations

© 3M 2010 | All Rights Reserved | Page 11 3M VAS Applications  Website design  Signage  Planograms  Packaging  Print Advertising  Point of Purchase Display  Others…

© 3M 2010 | All Rights Reserved | Page 12 3M VAS Use  Compare multiple ads  Test creative in real world environment  Test design decisions and changes  Support design positions with scientific data  Ensure valid UX (user experience) usability  Assurance that designs & key messages have been optimized for maximum effectiveness

© 3M 2010 | All Rights Reserved | Page 13 3M VAS CUSTOMER EXAMPLE

© 3M 2010 | All Rights Reserved | Page 14  Insignia supplies in-store advertising & promotional products, programs and services  Using 3M VAS to optimize designs and promote services

© 3M 2010 | All Rights Reserved | Page 15 Aisle View Products

© 3M 2010 | All Rights Reserved | Page 16 Aisle View Analysis Not likely to notice Scotch-Brite products

© 3M 2010 | All Rights Reserved | Page 17 Add a POPSign to the Environment

© 3M 2010 | All Rights Reserved | Page 18 High probability of noticing Scotchbrite products 8% sales lift Aisle Analysis with POPSign

© 3M 2010 | All Rights Reserved | Page 19 “3M has in VAS a carefully calibrated, useful, accurate product. We know because we've been using eye tracking for half a decade in market research, and the VAS results and the ET results match up well during that initial window of viewing time before affective responses drive viewing behavior.” Dan Hill, President, Sensory Logic “For us, when designing Out-of-Home advertising, it’s crucial to get a key message across in just a matter of seconds. Therefore, the design must be well “thought out” to be effective for our clients. The VAS service by 3M has allowed us to check our instincts against something scientific. Our clients respect that we are asking the opinion of a third party, especially from a name they can trust like 3M.” Mendi LeBlanc, Creative Director, Lamar Advertising “I am a big fan of VAS. At MarketingLab we use it regularly to ensure our communication elements; be it online or in-store, will effectively command the attention of the shopper. We like to think of it as 'visual spell check'.” Rich Butwinick, President, MarketingLab 3M VAS Testimonials

© 3M 2010 | All Rights Reserved | Page 20 3M VAS 2.0 NOVEMBER 15, 2010

© 3M 2010 | All Rights Reserved | Page 21 VAS 2.0 – New Features  Website refresh  Simplified workflow  Areas-Of-Interest  Photoshop ® Plug-in  iPhone ® App  Developer toolkit  Flexible pricing options

© 3M 2010 | All Rights Reserved | Page 22  Use VAS during design process  Free download Adobe ® Photoshop ® CS5 Plug-in

© 3M 2010 | All Rights Reserved | Page 23 Apple ® iPhone ® App  Real time in-store results  Free iTunes download (Coming Soon)

© 3M 2010 | All Rights Reserved | Page 24 Flexible Pricing Options  Pay-As-You-Go ― 1 Credit$19.99 ― 5 Credits$74.99 ― 10 Credits$  Unlimited-Use Subscriptions ― 1 Day$74.99 ― 7 Day$ ― 31 Day$  Group pricing (Contact us)Contact us

© 3M 2010 | All Rights Reserved | Page 25 3M VAS USE EXAMPLE

© 3M 2010 | All Rights Reserved | Page 26 3M VAS Example: PocketProjector Website

© 3M 2010 | All Rights Reserved | Page 27 1.MP160 image 2.THE WORLD. IN YOUR POCKET. 3.3M Visual Goals 3M PocketProjector Website

© 3M 2010 | All Rights Reserved | Page 28 VAS Analysis High73%MP160 Low36%THE WORLD. IN YOUR POCKET Med49%3M

© 3M 2010 | All Rights Reserved | Page 29 VAS Analysis High73%MP160 Low36%THE WORLD. IN YOUR POCKET Med49%3M

© 3M 2010 | All Rights Reserved | Page 30 VAS Analysis High73%MP160 Low36%THE WORLD. IN YOUR POCKET Med49%3M Distracting Element

© 3M 2010 | All Rights Reserved | Page 31 PocketProjector Website v2 Replace Distracting Element

© 3M 2010 | All Rights Reserved | Page 32 High99%MP160 Med44%THE WORLD. IN YOUR POCKET High80%3M Website v2 Analysis

© 3M 2010 | All Rights Reserved | Page 33 PocketProjector Website v3 Increased Contrast

© 3M 2010 | All Rights Reserved | Page 34 Website v3 Analysis High99%MP160 High71%THE WORLD. IN YOUR POCKET High72%3M

© 3M 2010 | All Rights Reserved | Page 35 3M VAS  New software service from a trusted innovator  Quickly test creative designs  Easy to understand, actionable recommendations  Create designs that draw attention to key messages  Verify design decisions  Test creative in real world context

© 3M 2010 | All Rights Reserved | Page 36 Connect with 3M VAS Learn more and sign up at