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Whether your goal is to pique people’s interest in a product, generate visibility for a brand, get viewers tuning into a TV show, or fill movie theater seats, you have little time to tell a compelling story and encourage meaningful action. You already know that you’re competing for finite attention in a sea of messaging.

Latitude°

SpotLight

Latitude’s SpotLight helps you strengthen the effectiveness of your persuasive videos by understanding exactly how they’re operating on viewers, why, and what you can do to improve their performance.

SpotLight is a technology-driven research solution that gath-ers both quantitative and qualitative audience feedback online through interactive video screening sessions. We analyze and present this in a highly visual way that makes it easy to see the big picture and drill down into the details.

TV series promos

Movie trailers

Advertisements

Branded content

SpotLight can be used to evaluate and optimize:

Based on what you’ve seen, would you ...

Purchase tickets

Search for plot information

Search for cost information

Tell a friend (or friends) about the film

Watch the full trailer online

CONTINUE

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SpotLight is designed to give you sharper, faster, and more frequent in-sight into your persuasive videos—not just indicating if your creative is effec-tive, but why or why not?

SPOTLIGHT CAN TELL YOU:

• How well any individual spot performs and which creative elements could be driving this

• How individual spots perform against past campaigns, which can be benchmarked by genre, product category, etc.

• How different audiences react to your content

• Which creative conventions – messaging, tone, narrative approaches, etc. play particularly well among viewers over time and could set the foundation for successful future campaigns

• During creative development — to optimize your content and help you decide which spots to air

• In market — to track viewer responses to your content across the duration of the campaign and identify possible warning signs ahead of time

• Post run — to diagnose what worked well and what didn’t in your content, which can be evaluated against other performance data (e.g., box office gross, Nielsen ratings, sales data) and used to develop creative best practices

SPOTLIGHT TESTS CAN PROVIDE CRITICAL INSIGHTS AT ALL STAGES OF A CAMPAIGN:

Classic New York – feels upscale, which meshes very well with the brand.

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How Does SpotLight Work?

STEP 1

We recruit a targeted group of participants fitting your key audience or consumer profiles.

STEP 3

We collect and analyze a variety of data about how viewers respond to your content, including quantitative ratings and question responses, open-ended feedback about specific campaign elements, and behavioral indicators.

STEP 4

We synthesize all this information, providing you with a “Persuasion Scorecard” — including an overall performance score and a breakdown of all the metrics driving it. Our streamlined presentation gives you clear picture of your content’s strengths and any areas in need of improvement, without sacrificing the important details.

STEP 2

Respondents watch and react to your video materials through interactive viewing sessions.

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What Exactly Does SpotLight Measure?

Powered by Lumière®, our web-based video evaluation and analytics platform, SpotLight delivers an extraordinary wealth of insight into how audiences and consumers respond to persuasive content across three overarching dimensions: engagement, attitudes, and impact. While each of these categories is comprised of several sub-metrics, we distill all of this information down into one easy-to-digest number: the Persuasion Score.

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Persuasion Score

Engagement

Impact

Attitudes Recall

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PAST CAMPAIGNS AVG

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Persuasion Score

Engagement

Impact

Attitudes Recall

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CURRENT CAMPAIGN

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About Lumière®, the technology behind SpotLight

Lumière® is a cloud application that helps video creators to gather rich audience feedback on their content through interactive screenings—whether for programs or films, ads, branded content, promos, or trailers—and to analyze that feedback simply and powerfully through dynamic data visualizations.

Viewers know what they like (and what they don’t), and they’re a valuable source of ideas, from simple improvements to new plotlines. Lumière® makes it easy to engage viewers constructively, and to bring sharp insights into the creative process and beyond.

Through a mix of qualitative and quantitative inputs, including moment-by-moment (dial-type) ratings, comments, structured questions, and behavioral observation, Lumière® captures a wealth of information that can help creators identify where and how to optimize their media for stronger performance.

WHY USE LUMIÈRE® FOR VIDEO EVALUATION? LEARN MORE

To learn more about Latitude’s Lumière® application and how it can be used, head over to http://lumiere.is

If you’re looking to build a more data-driven creative process and want to ensure that you’re leading with the strongest campaign content, we’d love to speak with you.

For more information on SpotLight, including sample data and methodological details, please contact us.

We use video to do innovative research that helps our clients create inspiring content and technology. And we do it with our interactive software platform, Lumière. Our research and consulting group takes data and information of all kinds and transforms it into visually-rich insights for:

• digital content creators• film & television producers• game developers & designers• technology developers• transmedia storytellers

Select clients include A&E Networks, Discovery Communications, Disney-ABC Television Group, NBC Universal, Scripps, Viacom and more.

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