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N EUROTION
Emotional and neuropsychological effects of cross-digital advertising
NEUROSCIENCE
STUDY DESIGN
EYE TRACKING
EEG MEASUREMENTS
IMPLICIT ASSOCIATION TEST
CHOICE TEST
SURVEY
NEUROSCIENCE
BF TO ESTABLISH A NEURO LABORATORY
NEURO-SCIENCE
STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
What is neuromarketing?
Neuromarketing helps to complete the results of traditional studies and to gain adeeper understanding of consumer needs.
Neuro Competence Center (NCC)
In spring 2014, BurdaForward established a neuroscience laboratorytogether with Hamburg Media School – the Neuro Competence Center (NCC) – toexplore new findings in the research of the effect of digital advertising with the aid ofinnovative research methods.
?
STUDY DESIGN
STARTING POINT
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
Consumers are experiencing media through more and more channels, on various
platforms and at numerous locations. We spend more and more time online, bothat work and in our personal life, using a variety of web-enabled devices.
The advertising industry is facing several challenges:
When to reach whom on what device? What influence does this have on the advertising effect? How can you effectively reach consumers with your advertising message andcommunicate effectively with them?
SURVEY
QUESTIONS
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
How does the advertising effect change when people are not only exposedto the advertisement online but also on a smartphone or tablet PC?
Does the digital media mix contribute to higher levels of activation?
How does multiple exposure to digital advertising influence how the userslook at advertisements (process, duration, number of views)? And whatimpact does this have on the recognition at the PoS?
Does the users’ attention change through digital advertising exposure andwhat emotions will be triggered?
SURVEY
STUDY PROCEDURE
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
EXPLICIT INSIGHTS
Each of the 48 test persons was exposed to the advertisement of Benini Water three times.
The advertisement was integrated on the stationary and mobile websites of TV Spielfilm Online
(no exclusive placements).
The following advertising formats were used: Online billboard, mobile MPU 2:1, tablet billboard
WHAT IS BENINI?
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
Benini Water is a demo brand of BurdaForward and serves as a means to visualise digital advertising formats.
Product: Benini Sports Water
Awareness: Unknown to all test persons
Brand: fictitious
Subject: No one knew that it was about digital advertising
ADVERTISING FORMATS USED
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
GROUP OVERVIEW
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
ONLINE ONLY(n=17)
CROSS-DIGITAL(n=31)
Task: The test persons were asked to perform a general task regarding the website and did not know that this trial was about advertising. See annex for detailed trial procedure.
SURVEY
ONLINE
ONLINE
ONLINE
ONLINE
SMARTPHONE
SMARTPHONE/TABLET
Exposure 1
Exposure 2
Exposure 3
Group 1 Group 2
STRUCTURE
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
EYE TRACKING EEG
MEASUREMENTSIAT CHOICE TEST SURVEY
Behaviour at point of sale
Digital exposure to the campaign Attitude towards the product
Advertising recall and rating
SURVEY
5-minute online survey
Stationary
eye tracking
system
Mobile
neuroheadset
Mobile eye
tracking
glasses
1
2
3
vs.
Association of specific terms with Benini
Duration: approx. 45 minutes
Brief paper-pencil survey Brief paper-pencil survey Brief paper-pencil survey
EYE TRACKING
TAKE A LOOK AT THIS PLEASE…
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
MORE DEVICES = MORE LOOKS
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
5.10
6.28
0,00
1,00
2,00
3,00
4,00
5,00
6,00
7,00
Online Only Cross-digital
Number of fixations
Fixation = viewing duration > 0.08 seconds*
SURVEY
If the advertisement is seen on several devices, it will be looked at more often.
Several fixations per exposure to the advertisement occur, i.e. an eye contact that lasts longer than 0.08 seconds.
Due to the mix of devices the user’s eyes will fix on the advertisement more often, at least 1 x more often than in the Online Only group.
*In some cases, information (e.g. short words) can be recognised and interpreted faster. 80 ms is a recognised value and recommended by SMI.
CROSS-DIGITAL CATCHES THE USER’S EYE
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
1.70
2.69
0,00
0,50
1,00
1,50
2,00
2,50
3,00
Online Only Cross-digital
Number of revisits
SURVEY
With cross-digital campaigns the advertisement is viewed more often.
The user looks at the advertisement again.
After taking a first look, on average, the user looks at the advertisement two to three more times.
With online only campaigns usually two revisits occur, and even three with cross-digital campaigns.
Revisits = Number of repeated eye contact with the advertising banner
CROSS-DIGITAL INCREASES DWELLING TIME
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
When being exposed to cross-digital campaigns the user spends more time viewing the advertisement.
If the advertisement is seen on several devices, it will be viewed for a longer period of time.
The average dwelling time with 3 online exposures is shorter than if the user is exposed to the advertisement on various media.
Dwelling time (in ms)
1,309
1,551
1150,00
1200,00
1250,00
1300,00
1350,00
1400,00
1450,00
1500,00
1550,00
1600,00
Online Only Cross-digital
A PICTURE IS WORTH A THOUSAND WORDS
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
EEG MEASUREMENTS
WE SEE WHAT YOU (DON’T) SEE
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
HIGH LEVEL OF ATTENTION
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
107
121
50
60
70
80
90
100
110
120
130
Online Only Cross-digital
SURVEY
High level of attention when exposed to cross-digital advertising
Both variants score in terms of activating attention, however, cross-digital advertising has a stronger influence on the active attention.
With cross-digital exposure the attention activation index is at around 21 points above the benchmark – and, after all, at 7 points above the benchmark in the Online Only group.
Benchmark = mean value for the attention activation factor from comparable surveys (more than 230 million data points) using the same method of Duke University.
Attention activation indexBenchmark = 100
EMOTIONAL ENGAGEMENT
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
Online advertising exposures activate the users’ emotions at an above-average level.
The Online Only group exhibits a higher-than-average emotional engagement index. But cross-digital exposure also clearly triggers positive emotions.
Benchmark = mean value for the emotional engagement factor from comparable surveys (more than 230 million data points) using the same method of Duke University.
Emotional engagement indexBenchmark = 100
105
100
50
60
70
80
90
100
110
Online Only Cross-digital
IMPLICIT ASSOCIATION TEST
REFRESHINGBORING
EXPENSIVE
CHEAP
HEALTHYNATURAL
DELICIOUS
CONVENIENT
ENERGETICQUALITY
SPORTYEXCLUSIVE
MODERN
IMPLICIT ASSOCIATION TEST
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
Association strengthThe test measures the association strength between the visual target and different terms/categories.
DOESN’T FIT FITS
90.0%
54.6%
Fits
BENINI STANDS FOR REFRESHMENT
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
Benini Sports Water is associated with positive terms – particularly in the Cross-digital group
“Benini Water brings freshness into sport” – this message came across even better in the Cross-digital group.
It seems as if changing the devices also has an impact on how the product is perceived: Benini is less often associated with the term “boring” than in the Online Only group.
88.2%
82.4%
Fits
SURVEY
Refreshment
Boredom
Refreshment
Boredom
CHOICE TEST
LARGE CHOICE AT THE POS
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
NO AGONY OF CHOICE …
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
NO AGONY OF CHOICE …
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
NO AGONY OF CHOICE …
AT FIRST GLANCE …
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
Benini Sports Water is detected on the shelf very quickly!
Exposure to cross-digital advertising reduces the time to find the brand Benini among the competitive brands on the shelf!
2,784
6,295
5,164
1,551
7,331
5,503
0
1.000
2.000
3.000
4.000
5.000
6.000
7.000
8.000
Benini SportsWater
UnbekannteMarke
Etablierte Marke
SURVEY
Time passed until first eye contact on the shelf(in ms)
Benini Sports Water
Unknown brand Established brand
AT FIRST INTENSE GLANCE …
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
393
361 367
439
339
426
0
50
100
150
200
250
300
350
400
450
500
Benini SportsWater
UnbekannteMarke
Etablierte Marke
Online Only
Cross-digital
Duration of first fixation(in ms)
SURVEY
Intense first eye contact!
The first fixation on the shelf is most intense with Benini which demonstrates the effect of the previously seen advertisement.
After three exposures on the stationary website Benini asserts itself against the competitors. This effect is even stronger in the Cross-digital group and increases by 12 percent vs. the Online Only group.
Benini Sports Water
Unknown brand Established brand
ALL EYES ON BENINI
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
3,163
2,213
2,381
3,172
2,532
2,259
0
500
1.000
1.500
2.000
2.500
3.000
3.500
Benini SportsWater
UnbekannteMarke
Etablierte Marke
Online Only
Cross-digital
SURVEY
Exposure to digital advertising leads to a long viewing duration in the choice test!
Irrespective of the placement, Benini Sports Water is viewed the longest.
The other brands in the test to which the test persons had no advertising exposure during the experiment are viewed for a significantly shorter period of time.
Dwelling time(in ms)
Benini Sports Water
Unknown brand Established brand
SURVEY
x
3 EXPOSURES – MAJOR EFFECT
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST SURVEY
The brand Benini, which had been previously unknown to all
48 participants, was identified by its exact name by 11 persons after 3 exposures to
digital advertising.
10 test persons were able to name context-related
terms such as water or green.
Question: What brand’s advertising did you notice? (across both groups)
BENINI – APPEALING ADVERTISING
NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG
MEASUREMENTSIAT CHOICE TEST
How strongly do you agree with the following statements about the advertisement shown? (across both groups)
Summary of items: “Positive”: good, like it, positive feeling, well-designed, great“Activating”: makes me curious, activating, exhilarating, intense effect “Appealing”: interesting, attractive, convincing
54% of the test persons rate the advertisement as positive.
61% of the respondents find the
Benini advertisement appealing.
67.4% of the participants are
activated by the advertisement.
SURVEY
They assign characteristics such as “good” or “great” to
the Benini Sports Water advertisement and state
that they like it and think it is well-designed.
Words such as “interesting” and “attractive” are
assigned to the advertisement in this
context. So overall, the advertisement is
convincing.
They rate it as “exhilarating” and
“activating”. It makes people curious to find out more and has an intense
effect on the viewer.
POSITIVE APPEALING ACTIVATING
STUDY CONCLUSION
STUDY CONCLUSION
Cross-digital advertising is a better way to attract attention. This is an important requirement for understanding and learning the message as well as for brand awareness!
If the advertisement is seen on different digital devices, more attention is being paid to it. Even if the artwork is the same, the advertisement will be “disregarded” less faster due to changing the device.
Online only advertising has its strengths, particularly in terms of conveying positive emotions – the larger screen helps to better convey those emotions!
#1
#2
#3
#4 The effect at the point of sale is obvious: After being exposed to cross-digital advertising, the users find the product on the shelf much faster – a boost for the purchase probability!
Sonja KnabDirector Research & Marketing
Image sources: http://www.thinkstockphotos.de/
Dr. Lisa-Charlotte WolterHead of Think Tank Media Management
Hall 8.1, Stand D051-E058