DOES YOUR COMPANY HAVE A FIRST SECOND

STRATEGY?

@tschauff#Firstsecondstrategy

Thais SchauffVP of Operations LATAM, MMA

@shapethefuturelatam

What neuroscience tells us about

exposure time, attention and

Opportunity to see

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1.Context2.Key Findings3.Examples

Agenda

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CHANGE – TIME – ADVERTISING

TV – MOBILE PHONE

SCROOLING AND THINGS FLYING BY IN FRONT OF OUR EYES

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Advertisements are now so numerous that they are very negligently perused

Samuel Johnson

EXPOSURE TIME

ATTENTION IMPACT

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Our research focuses on the first 3 seconds

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IN SCOPE: How much time does an ad need to

stay on the screen to trigger ATTENTION & COGNITION?

OUT OF SCOPE:What makes an ad “work? What is the role of exposure time on EFFECTIVENESS?

Phase 1 Phase 2

How we measured attention and cognitive processing

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COGNITIVE LOAD (CL)Are consumers processing the information given? Are they

experiencing information overload and stress?

MOTIVATION /EMOTIONAL RESPONSE (FAI)

Do consumers display interest and desire? Are they motivated

to approach or avoid?

PERCENTAGE of ADS SEENWhat percentage of ads are

consumers seeing?

ATTENTION

COGNITIVE PROCESSING

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The human brain needs less than ½ second to engage with mobile advertising & trigger a reaction.

1. Cognition is FAST

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Cognition is fast

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Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. All ads were shown to the same number of participants at each speed.

Total Exposure time * = significant at p<0.05

Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed.

More than 67% are already seen at 0.4 seconds

Two third of ads are cognitively recognized at 0.4 seconds

5%25%

67%

84%

85%88%

89% 92% 93%

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29%

42%67%

67%

71% 96%

96%100% 100%

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MOBILE

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Attention Cognitive Load

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Ads in a mobile feed environment get attention faster and trigger stronger cognition, compared to desktop.

2. Time is RELATIVE

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29%

42%

67% 67%71%

96%96% 100% 100%

22%30%

52%52%57%

57%57% 61% 65%

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Total Exposure time

Ads in a mobile feed environment get attention faster and trigger stronger cognition compared to desktop.

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Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. All ads were shown to the same number of participants at each speed.

Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed.

About 60% of desktop ad exposures are seen at 2-3 seconds

Mobile shows stronger cognitive processing compared to desktop

DESKTOP

*

* = significant at p<0.05

25%

67%84% 85%

88%

89% 92% 93%

12%

30%44%

48% 50%62% 58%

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Attention Cognitive Load

MOBILE

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Cognitive process is accelerated for known brands.

3. Our Brain is faster on Branding

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40%50% 50% 50%

90%90% 100%

100%

43%

79% 79%86%

100%100% 100%

100%

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Cognitive Load

“Well known” brands convert attention to a stronger emotional and cognitive response

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NO DIFFERENCE in terms of when ads get attention

But, well know brands have a much stronger emotional and cognitive process

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68%

83% 84%88%90% 92% 94%

25%

66%

84%85% 88%

89% 92% 93%

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Known Brand Less known Brand

20%

20%

20%30%

50% 50%

70%

80%

57% 57% 64%64%64%

64% 71%

71%

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Motivation

Attention

* = significant at p<0.05*

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Video ads create emotional response earlier than static, in under a second.

4. Motion drives emotion

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Video Ad Static Ad

Video ads generate stronger emotional response, earlier

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25%

65%

83% 84%88%89% 91% 93%

24%

69%

84%86%89% 89% 93% 94%

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* = significant at p<0.05*

25%25%33% 42% 50% 50% 58%

67%

58% 58%58%

58%67%

67% 83% 83%

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Motivation

Attention

50%67% 67%

75%

100%100% 100% 100%

33%67%

67% 67%

92%92% 100% 100%

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Cognitive Load

Video ads get similar levels of attentions to static

Video ads show greater emotional recognition vs static

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Weak ads are processed faster and create negative responses in less than a second.

5. Weak ads work fast fail faster

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Low performance

Negative Positive

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Low performing* ads create negative motivation early on

“The Trouble is we think we have

time” Buddha

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North America

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Overstimulation Selective attention

A blur can trigger an emotion

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From initial attention to emotional

response

During this phase, ads are seen mostly as a blur, but can trigger

emotional responses due to color and composition.

COLORS matter:RED love and passion

GREENlife and health

10-100ms

Visual elements will determine stopping power

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Overall: MORE contrast and density is better, but there are trade-offs

Contrast

Angles

Color composition

Picture density

min MAX

Work with Complexity

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Complexity: LOW17%

Item complexity

Platform complexity

Motion drives emotion

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Attracted more attention

Show people as an attention grabber

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Attracted more attention

Even “gaze direction” matters

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DIRECTINGattention

DEMANDING attention

DIRECTING attention

DEMANDING attention

Even gaze direction matters

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SHORT WINDOW – 1 SECONDPEOPLE WILL MAKE A DECISION

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How are we:

ü Using colors?

ü Using contrast and angles?

ü Using motion?

ü Making the first frames of a video count?

STRATEGYCreative Checklist

Are we:

ü “Pretesting” for visual salience and complexity?

ü Adjusting for platform complexity?

ü Adjusting for brand familiarity?

ü Triggering primary needs?

ü Triggering social needs?

Le

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EVERYTHING HAS CHANGED.

WE HAVE TO CHANDE OUR METHODS.

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WHAT ABOUT YOU?

THANK YOUhttps://www.mmaglobal.com/cognition

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