online video in video testing

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Online ViV Advertising Testing Case Study

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Post on 13-Apr-2017

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Page 1: Online Video in Video Testing

Online ViV Advertising TestingCase Study

Page 2: Online Video in Video Testing

Tool Overview

Online Video-in-Video (ViV) advertising testing allows you to quickly get customer feedback on ads. Participants complete tasks while recording themselves using their own webcams and on-screen activity.

Using this tool you are able to capture the consumer’s facial expressions and emotions, comments and thoughts as they explain their reactions and actions out loud, while simultaneously capturing their entire desktop screen activity (viewing an ad or a website, etc).

Page 3: Online Video in Video Testing

The Challenge: A consumer electronics company had a video advertisement featuring a celebrity spokesperson. The company wanted to understand if the video advertising resonated with the target audience, if key brand attributes were coming through, and if the celebrity, specifically, was connecting with the target audience.

*Representative advertisement. Due to confidentiality actual advertisement and client name could not be used

Case Study

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Approach: Advertising Review & Post Review Survey Participants were asked to view the video advertisement twice. In the first viewing they were asked to respond to the advertisement overall. In the second viewing they were asked to respond to more probing questions around the celebrity in the advertisement.

Instructions for each viewing session were displayed below the video on the custom web page designed specifically for the study.

Participants’ verbal responses were captured as well as their non-verbal responses including facial expressions and body language while viewing the advertisement.

After the advertising review, participants completed a 15 question survey that covered brand attributes, open-ends on both the celebrity and brand, familiarity with the celebrity and brand, as well as other reactions to the advertisement.

Case Study

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Client AccessUpon completion of the advertising review and post-review survey the results were posted to a client facing portal. This allowed the client to view, first-hand, the reactions of the participants as well as have direct access to the data from the survey.

Output: Report Following an in-depth analysis of the output, a detailed report was delivered to the client that outlined key takeaways, analysis of responses, and recommendations. The report included quotes, screenshots and other supporting materials.

Case Study

Page 6: Online Video in Video Testing

Thank You.

At Clearworks we help our clients connect with their customers to create clear and compelling products, services and messages. We get what it takes to bring a product or service idea to life and how to create an actionable plan to get there. We understand what you need to know and how you’re going to use that information to make decisions. Let us bring clarity to your products and services.

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