Data collection: zapping and (lack of) attention

Eye−tracking

Attention Dispersion (see Fig 1. p. 765)

Attention distraction can be captured by on-screen dispersion using eye-tracking technology.

0 0.2 0.4 0.6 0.8 1 1.2

Focal attention

Branding

Ad execution

Productcharacteristics

Viewerdemographics

Joint effect size

What are the major causes of ad avoidance?

Scene features

Brand placement

0 25 50 75%

Focal attention dispersion (IAD)

Moment-by-moment IAD and brand image placement are the two biggest explainers of TV commercial zapping.

(see Table 3, p. 791)

Presence and location of brand matters most

Presence and temporal location (but not size) of brand images affect TV commercial zapping. The magnitude of the effect depends on the location of the brand in the ad.

Why does brand pulsing work?

Ad time30 sec.

100

% viewers Ad with single brand

Ad with 5 brand pulses

Gain in viewers with a pulsing strategy

% of retained viewers (non-zappers) with single brand exposure% of retained viewers (non-zappers) with multiple brand exposure

Brand pulsing reduces TV commercial zapping because the rate of viewer abandonment for shorter brands is less.

Examples of ads with brand pulsing

Coca-cola Happiness Factory

http://www.youtube.com/watch?v=dC_twLW4hPc

Macy’s 150th Anniversary

http://www.youtube.com/watch?v=s0wwwXKm30U

Successful brands have just recently begun to adopt brand pulsing in their ads.

General findings

I. Lack of focal attention concentration on-screen in directly related to TV commercial zapping.

II. Presence and temporal location of the brand image (logo, trademark or pack shot) is systematically related to ad skipping/zapping.

III. Pulsing – the frequent but brief exposure of the brand throughout the ad – can reduce the detrimental impact of having to present brand images in ads.

Appendix slide: Parameter effects