Montreal-based Astral Out-of-Home has introduced a new visual optimization service intended to allow advertisers to measure the visual impact of their ads in the first three to five seconds of eye contact. The software, developed by 3M, is based on the behavior of the human eye and is, according to the company, over 90% accurate based on eye tracking studies. "In out-of-home, audiences are mobile and advertisers only have a few seconds to grab their attention," said Philippe René, senior director of research at Astral Out-of-Home. "To attract the eyes of passers-by, OOH campaigns need to be visually striking. This is what our visual optimization service allows you to measure. Our research shows that the visual aspect of OOH advertising campaigns is as important as the media strategy that shapes them. Our new service allows advertisers to validate the attractiveness of each visual element in their ad and make adjustments before it hits the streets, for increased efficiency."