innovative advertising - association of canadian advertisers · tvc testing 5. online video ads 6....

18 April 2018

Innovative neuroinsights for advertising

Aleksandar SimicBusiness Development

EyeSee 1

18 April 2018 EyeSee 2

Table of content

1. Why neuroinsights research?

2. Examples

3. Capabilities

4. TVC testing

5. Online video ads

6. Social media advertising

7. Mobile ad testing

8. Predicting power of neuroinsights

The synergy between technology and market research:EyeSee combines both predictive power and fast/cost effective


Co

st &

Tim

e p

rofi

tab

le

High predictive power

Co

st &

Tim

e ef

fect

ive

Low predictive power

Conventional neuro/behavioral methods:• Eye tracking• MRI, EEG,….• In-store• …

Online neuro/behavioral methods:• Online eye tracking• Facial coding• Virtual shopping• …

Conventional methods:

• Online surveys• Focus groups• In-depth interviews• ….

EyeSee’s unique position

Predictive power of neuromarketing


Eye tracking: 10% increase in product visibility results in 2% increase in sales.

Facial coding:FC predicts viral potential of online videos 2 times better than surveys.

Virtual shopping:Virtual shopping has a correlation of 0.8-0.95 with real purchase behavior.

Which ad would you publish?


Advert A Advert B

26% more respondents look at the main message and 200% more at brand & product in Ad A


Less attention More attention

% Seen Ad A Ad B Ad A/B

1. Main Message 78% 62% +26%

2. Brand & Product 36% 12% +200%

1

22

1

Advert A Advert B

Measure efficiency:28% more respondents look at the left ad!


56%of the readers looked at the ad


Test and improve



86%of the readers lookedat the ad

Test and improve:70% do not see the main area in the advert!



86%of the readers lookedat the ad

30%

EyeSee’s eye tracking and facial coding platform


EyeSee’s virtual shopping


Eye tracking to understand visibility and attention


Example virtual shopping:Select product(s) to put in basket


Next shelf

In basket: 0 (Max.20)

Example virtual shopping: High resolution product pops up, select #, add to cart


Pedigree Markies

Quantity: 1< In cart Cancel

In basket: 0 (Max.20)

The vision: integrate accessible behavioral insights


future

Retail analytics

3/2016

Virtual shop platform +Response time measurement

3/2014

Online Facial coding

⁰2013

Online eye tracking+ Survey

6/2015

Interactive shelf platform

Remote UX platform

12/2014

Time & cost intense


Hardware + software

> 25K

Organize focus groups

Plan and call Transport to facility Reward

Special glasses or camera Software

Instruct and follow Test and analyze


But what if…

You could upload stimuli on a platform…


send the stimuli to respondents (at home)…


track their eyes with their webcam…


…and receive the results within a few days


Fast, cost effective and end2end solution


The eye tracking survey is launched within a day. Next respondents are recruited online – via global panel suppliers – and their eyes are tracked with their PC and webcam. Insights are delivered within a few days.

Quick turnaround of (global) studies

Cost effective

Our recruitment costs are a factor 2 lower and our operational processes are more efficient than conventional eye tracking. Our price is typically 2 times lower than conventional studies.

Focus on behavior,↑ predictive power

Most decisions are made subconsciously. While most researchers use conscious measurements only, combining them with implicit methods provides much more reliable insights.

EyeSee’s benchmarking across industries


+400 designs tested

+100websites tested

+400 ads tested

• +200 brands• +50 categories• Stimuli: package, planogram,

point of sale (POS)

• +50 brands• +15 industries• Stimuli: TVC, print + OOH,

online ads

• +30 brands• +25 categories • Stimuli: websites

EyeSee’s database (past 3 years)

MarComms insights Digital insights Shopper insights

EyeSee’s 5 year track record


1/2 400k 2nd90%

Of top 30 FMCG is working with EyeSee

Of our clients are recurring

Biggest behavioral insights team worldwide

Some of our awards

“20 Most Promising CPG Tech Solution Providers 2017”

Flanders’ future tech top 10

One of the most innovative companies in EU

5th Best Belgian Technology Company

Eye tracked people in last 2 years


EyeSee in the advertising world

Why eye tracking in ad testing?


Source: Decoded: The Science Behind Why We Buy, Phil Barden

• Ad in popular magazines:• Ad in trade journals:• Poster:• Mailing: • Banner ad:

… however, it varies based on the creative

Average time looking at advertisements

1.7s3.2s1.5s2s1s

Effective advertising framework = Attention + Emotion + Inspiration


Will people SEE the advertisement?

Will the ad evoke EMOTIONS?

Will people be INSPIRED by (and recall) the ad?

Will it increase SALES?

QuestionnaireEye tracking Facial coding

Prediction of advertisement’s success


65%correct

That is only 15% better than flipping a coin

EyeSee combines implicit methods with traditional research


IMPLICITtesting subconscious behavior

EXPLICITtesting conscious behavior +

Conventional surveys Behavioral methods

85%correct


On marketing budget of $300Mn, that’s $60Mn better



Social media advertising

Mobile based ad testing

Online video ads

TVCtesting

Some things have changed since ‘60-’70s…


Living room in 60s-70s Today….

Other things have not been changed….


People can’t articulate their feelings well

Other biases: social confirmation, bias blind spot…

But the importance of the errors has….

People don’t always tell the truth

Combination of attention with emotional reaction


Eye Tracking Survey moduleFacial coding

When the consumer sees brand, logo or product within an ad?

What is viewer’s emotional reaction to that content?

How do consumers evaluate your advertisement?

Turkish Airlines ads – Kobe and Messi


Legends on Board Selfie Shootout

Combination attention + emotion = unique


Combination attention + emotion = unique


The Legends on Board ad is performing better than the Selfie Shootout ad

40

45

50

55

60

65

70

1 6 11 16 21 26 31 36 41 46 51 56 61

Legends on Board2

Selfie Shootout

Positive emotion

Neutral (50)

Negative emotion

Emotion-triggers scenes

18 April 2018

Legends on Board

Winning- scene! This intimate moment between the big cat and the famous NBA player brought very positive engagement of our respondents.

Selfie Shootout

7.sec 10.sec 17.sec 23.sec 28.sec

52.2 52.1 52.6 58.3 58.4Mood Time

3.sec 10.Sec 16.sec 19.sec 24.sec50.6 48.6 52.1 52.6 61.3

38

Mood Time

EyeSee Facial Coding Example Report by EyeSee, March 2014

Emotion-triggers scenes

18 April 2018

Kobe`s big smile brings skyrocketing value of happiness to viewers

Kobe strikes again! This funny scene definitely puts a smile on our respondents faces.

34.sec 37.Sec 40.Sec 50.sec 59.sec

57.4 62.3 60.3 64.5 60.6

26.sec 31.Sec 36.sec 46.sec 53.sec60.7 58.2 55.2 60.1 56.4

39

Legends on Board

Mood Time

Mood Time

Selfie Shootout

EyeSee Facial Coding Example Report by EyeSee, March 2014

Is your brand noticed in highly engaging scenes or not?


High brand visibility, low engagement Low brand visibility,

High engagement

Low brand visibility, Low engagement





Online video ads

TVCtesting


Can subconscious measurements predict better viral activities than conscious measurements?

So we tested…


+50Online videos

+1.5kRespondents

Facial coding & survey

Facial coding predicts online behavior better than traditional survey


23%

45%

Survey Facial coding

Source: IWT grant study EyeSee 2016

Explains viral activities(number of shares, likes and comments on social networks)


EyeSee case study

http://eyesee-research.com/blog/want-go-viral-use-facial-coding/1500 respondents50 online commercials of the biggest brands

http://eyesee-research.com/blog/want-go-viral-use-facial-coding/





Online video ads

TVCtesting

Case study 1: Adding logo to the ad increases purchase intent


40%34%

29%23%

14% 14%

Prompted Recall Spontaneous Recall

Logo in the upper left corner

Logo in the upper right corner

Logo in the lower right corner

• Ad which has a combination of brand name and logo embedded has somewhat better sales scores than other ad variations.

• Based on the cereals category.

Case study 2:Ads emphasizing Giving perform better than Family group


Source: Twitter / EyeSee Internal Study, 2017

Humans No humans

Free shipping Non Free Shipping

Product focus No product focus

Family Giving

Case study 3: Ads in relevant context boost ad impact


+24%

Emotional connection

% of people with facial expressions

+42%

Stopping power

Time spentlooking at the ad

+7%

Visibility of ad

Percentage of usersthat saw the ad

+26%

Call for action

% of people who plan to take action

Source: Twitter / EyeSee Internal Study, 2016

Ad in contextAd in different

context

7.2s

5.6s

6.2s

2.9s

Example of eye tracking heat maps,average time spent looking at the ad

Case study 4: Clear branding & subtitles lead to higher ad recall


Clear branding Unclear branding Unclear branding with subtitle

40%

31% 31%

0%

10%

20%

30%

40%

50%

Case study 5: 4-second videos have the highest unaided ad recall (42%) but 3 seconds is what counts


42%

55% 55%

60%

72%

Unaided Ad Recall (Δ)

3 sec 6 sec 15+ sec1 sec 4 sec

Recall Metrics by Time Exposed on Twitter (at 100% in View)

Source — IPG Media Lab, research partnership with IPG, Comparative Video Analysis, 2016, US. Control n=400, 1 sec n=241, 3 sec n=212, 4 sec n=175, 6 sec = 138, 15+ sec n=49. All Unaided and Aided test-control deltas are significant at 3 seconds

Meaningful

Learnings:Branded emojis HYPERCHARGE ads’ performance


Source: https://marketing.twitter.com/na/en/insights/best-practices-for-supercharging-campaigns-with-branded-emojis.html

Emotionalconnectionvideo ads1

6xincrease

Median amount generated byearned media

+5.3Mearned media impressions

Compared to the earned media

baseline

420%increase

Discoveringand using

new emojis

80%enjoy

Amount ofattention

ads receive

10%increase




Mobile-based ad testing

Online video ads

TVCtesting

Platform for tailor-made social media timelines


• New mobile solution for creating and testing tailor-made Twitter and Facebook timelines.

• The main goal of CMS is to provide insights on post/ad performance in different online environments.

What it is

About tailor-made timelines

• Timelines are developed in order to have the “same look and feel” as real social media environments.

• Timelines are interactive, mobile friendly, based on real timelines and easy to use.

• Timelines can include unlimited number of tweets/Facebook posts.

• Client partners with EyeSee in creating the testing environment –timelines.

EyeSee offers you a user-friendly, mobile based solution


No app installation

No log in details

Browser based

1. Receives a link

2. Exposure to timelines

3. Survey module.

Mobile/tablet based testing compatible with Android, iOS and Windows OS

1 2 3

How it works?

Distinguished features

4

Easy to use





Online video ads

TVCtesting

To sum up: The impact of each method


Method How it’s analyzed Impact

SurveyCan the ad stand out from clutter:

Percentage of people that saw the adPrediction power

65%1

AttentionIs the ad relevant for the audience:

Number of seconds users look at adPrediction power

66%2

Emotional reaction Emotions are linked with behavioral change:

Percentage of people expressing an emotionPrediction power

66%3

Virtual shopping*Will the ad drive performance on shelf:

increase in % of shoppers and market share80% correlation with

market share4

Evaluation of ad’s individual performance from exposure to behavioral impact. The results should be regarded in the context of a campaign(s) and competition activity. 85%

Main KPIs measured by EyeSee


Virtual shopping

✓ Total sales✓ Volume bought✓ Virtual market share✓ Category growth ✓ Consideration:

number of respondents considering “X”

Click tracking

✓ Click maps

✓ Average number of

clicks to the area


clicks per person


people that skip the

content

Web navigation

✓ Navigation paths

✓ Success rate of

completing the task

✓ Time to find “X”

✓ Number of pages to

complete the task

✓ Drop out rate

Facial coding

✓ Emotional engagement:

% of people that

reacted /second

✓ Split/emotions: 6 basic

emotions

✓ Positive reach: % with

positive reaction

✓ Negative reach: % with

negative reaction

Eye tracking

✓ Visibility: % seen✓ Attention: seconds

spent looking at✓ Attraction: time to see✓ General gaze pattern✓ First seen element

Partnership with one of the largest panels in the world (GMI Lightspeed) enables us to incorporate external

pixel tracking information in the panel base and recruit qualified audience for a specific purpose (US).

EyeSee’s scope


✓Online (video) ads

✓Outdoor Ads

✓Print Ads

✓TV commercial

✓Direct Marketing

✓Event marketing

✓Circulars

MarCommsInsights

✓Ecommerce

✓Web Pages

✓Social Media

✓Newsletter

✓E-mails

DigitalInsights

✓Packaging Studies

✓Shelf Studies

✓Planogram

✓Display/SRP

✓POS Material

✓Virtual Reality

✓Decision trees

ShopperInsights

✓Opportunities

✓New product introduction

✓Market expansion

✓Touch-point

✓Brand health

Innovation & Strategy

What our clients have to say about us


“Exceeded expectations in terms of insight. We were careful in the beginning as you were new, but WOW”. -GSK

“EyeSee confirmed our intuition, this collaboration was a great learning experience”. -Gucci

“Very happy about tech setup, quality of the virtual shopping, insights are very clear, recommendations impeccable”.-Nestle

“5 star delivery! Very professional and helpful. Normally I always have complaints but you guys rock”! -UEFA

“We look forward to collaborate further with you and will share the deck internally with our teams”. -Twitter

18 April 2018 61EyeSee

Maximize marketing impact with EyeSeeinnovative neuro-insight agency

Aleksandar SimicBusiness Development

[email protected] https://www.linkedin.com/in/aleksandarsashasimic

https://www.linkedin.com/in/aleksandarsashasimic/

innovative advertising - association of canadian advertisers · tvc testing 5. online video ads 6....

Documents