n eurotion - :: burdaforward can you effectively reach consumers with your advertising message and...

N EUROTION

Emotional and neuropsychological effects of cross-digital advertising

NEUROSCIENCE

STUDY DESIGN

EYE TRACKING

EEG MEASUREMENTS

IMPLICIT ASSOCIATION TEST

CHOICE TEST

SURVEY

NEUROSCIENCE

BF TO ESTABLISH A NEURO LABORATORY

NEURO-SCIENCE

STUDY DESIGN EYE TRACKINGEEG

MEASUREMENTSIAT CHOICE TEST SURVEY

What is neuromarketing?

Neuromarketing helps to complete the results of traditional studies and to gain adeeper understanding of consumer needs.

Neuro Competence Center (NCC)

In spring 2014, BurdaForward established a neuroscience laboratorytogether with Hamburg Media School – the Neuro Competence Center (NCC) – toexplore new findings in the research of the effect of digital advertising with the aid ofinnovative research methods.

?

STUDY DESIGN

STARTING POINT

NEUROSCIENCE STUDY DESIGN EYE TRACKINGEEG

MEASUREMENTSIAT CHOICE TEST

Consumers are experiencing media through more and more channels, on various

platforms and at numerous locations. We spend more and more time online, bothat work and in our personal life, using a variety of web-enabled devices.

The advertising industry is facing several challenges:

When to reach whom on what device? What influence does this have on the advertising effect? How can you effectively reach consumers with your advertising message andcommunicate effectively with them?

SURVEY

QUESTIONS



How does the advertising effect change when people are not only exposedto the advertisement online but also on a smartphone or tablet PC?

Does the digital media mix contribute to higher levels of activation?

How does multiple exposure to digital advertising influence how the userslook at advertisements (process, duration, number of views)? And whatimpact does this have on the recognition at the PoS?

Does the users’ attention change through digital advertising exposure andwhat emotions will be triggered?

SURVEY

STUDY PROCEDURE



EXPLICIT INSIGHTS

Each of the 48 test persons was exposed to the advertisement of Benini Water three times.

The advertisement was integrated on the stationary and mobile websites of TV Spielfilm Online

(no exclusive placements).

The following advertising formats were used: Online billboard, mobile MPU 2:1, tablet billboard

WHAT IS BENINI?



Benini Water is a demo brand of BurdaForward and serves as a means to visualise digital advertising formats.

Product: Benini Sports Water

Awareness: Unknown to all test persons

Brand: fictitious

Subject: No one knew that it was about digital advertising

ADVERTISING FORMATS USED



GROUP OVERVIEW



ONLINE ONLY(n=17)

CROSS-DIGITAL(n=31)

Task: The test persons were asked to perform a general task regarding the website and did not know that this trial was about advertising. See annex for detailed trial procedure.

SURVEY

ONLINE

ONLINE

ONLINE

ONLINE

SMARTPHONE

SMARTPHONE/TABLET

Exposure 1

Exposure 2

Exposure 3

Group 1 Group 2

STRUCTURE



EYE TRACKING EEG


Behaviour at point of sale

Digital exposure to the campaign Attitude towards the product

Advertising recall and rating

SURVEY

5-minute online survey

Stationary

eye tracking

system

Mobile

neuroheadset

Mobile eye

tracking

glasses

1

2

3

vs.

Association of specific terms with Benini

Duration: approx. 45 minutes

Brief paper-pencil survey Brief paper-pencil survey Brief paper-pencil survey

EYE TRACKING

TAKE A LOOK AT THIS PLEASE…



MORE DEVICES = MORE LOOKS



5.10

6.28

0,00

1,00

2,00

3,00

4,00

5,00

6,00

7,00

Online Only Cross-digital

Number of fixations

Fixation = viewing duration > 0.08 seconds*

SURVEY

If the advertisement is seen on several devices, it will be looked at more often.

Several fixations per exposure to the advertisement occur, i.e. an eye contact that lasts longer than 0.08 seconds.

Due to the mix of devices the user’s eyes will fix on the advertisement more often, at least 1 x more often than in the Online Only group.

*In some cases, information (e.g. short words) can be recognised and interpreted faster. 80 ms is a recognised value and recommended by SMI.

CROSS-DIGITAL CATCHES THE USER’S EYE



1.70

2.69

0,00

0,50

1,00

1,50

2,00

2,50

3,00


Number of revisits

SURVEY

With cross-digital campaigns the advertisement is viewed more often.

The user looks at the advertisement again.

After taking a first look, on average, the user looks at the advertisement two to three more times.

With online only campaigns usually two revisits occur, and even three with cross-digital campaigns.

Revisits = Number of repeated eye contact with the advertising banner

CROSS-DIGITAL INCREASES DWELLING TIME



When being exposed to cross-digital campaigns the user spends more time viewing the advertisement.

If the advertisement is seen on several devices, it will be viewed for a longer period of time.

The average dwelling time with 3 online exposures is shorter than if the user is exposed to the advertisement on various media.

Dwelling time (in ms)

1,309

1,551

1150,00

1200,00

1250,00

1300,00

1350,00

1400,00

1450,00

1500,00

1550,00

1600,00


A PICTURE IS WORTH A THOUSAND WORDS



EEG MEASUREMENTS

WE SEE WHAT YOU (DON’T) SEE



HIGH LEVEL OF ATTENTION



107

121

50

60

70

80

90

100

110

120

130


SURVEY

High level of attention when exposed to cross-digital advertising

Both variants score in terms of activating attention, however, cross-digital advertising has a stronger influence on the active attention.

With cross-digital exposure the attention activation index is at around 21 points above the benchmark – and, after all, at 7 points above the benchmark in the Online Only group.

Benchmark = mean value for the attention activation factor from comparable surveys (more than 230 million data points) using the same method of Duke University.

Attention activation indexBenchmark = 100

EMOTIONAL ENGAGEMENT



Online advertising exposures activate the users’ emotions at an above-average level.

The Online Only group exhibits a higher-than-average emotional engagement index. But cross-digital exposure also clearly triggers positive emotions.

Benchmark = mean value for the emotional engagement factor from comparable surveys (more than 230 million data points) using the same method of Duke University.

Emotional engagement indexBenchmark = 100

105

100

50

60

70

80

90

100

110



REFRESHINGBORING

EXPENSIVE

CHEAP

HEALTHYNATURAL

DELICIOUS

CONVENIENT

ENERGETICQUALITY

SPORTYEXCLUSIVE

MODERN




Association strengthThe test measures the association strength between the visual target and different terms/categories.

DOESN’T FIT FITS

90.0%

54.6%

Fits

BENINI STANDS FOR REFRESHMENT



Benini Sports Water is associated with positive terms – particularly in the Cross-digital group

“Benini Water brings freshness into sport” – this message came across even better in the Cross-digital group.

It seems as if changing the devices also has an impact on how the product is perceived: Benini is less often associated with the term “boring” than in the Online Only group.

88.2%

82.4%

Fits

SURVEY

Refreshment

Boredom

Refreshment

Boredom

CHOICE TEST

LARGE CHOICE AT THE POS



NO AGONY OF CHOICE …



AT FIRST GLANCE …



Benini Sports Water is detected on the shelf very quickly!

Exposure to cross-digital advertising reduces the time to find the brand Benini among the competitive brands on the shelf!

2,784

6,295

5,164

1,551

7,331

5,503

0

1.000

2.000

3.000

4.000

5.000

6.000

7.000

8.000

Benini SportsWater

UnbekannteMarke

Etablierte Marke

SURVEY

Time passed until first eye contact on the shelf(in ms)

Benini Sports Water

Unknown brand Established brand

AT FIRST INTENSE GLANCE …



393

361 367

439

339

426

0

50

100

150

200

250

300

350

400

450

500

Benini SportsWater

UnbekannteMarke

Etablierte Marke

Online Only

Cross-digital

Duration of first fixation(in ms)

SURVEY

Intense first eye contact!

The first fixation on the shelf is most intense with Benini which demonstrates the effect of the previously seen advertisement.

After three exposures on the stationary website Benini asserts itself against the competitors. This effect is even stronger in the Cross-digital group and increases by 12 percent vs. the Online Only group.

Benini Sports Water


ALL EYES ON BENINI



3,163

2,213

2,381

3,172

2,532

2,259

0

500

1.000

1.500

2.000

2.500

3.000

3.500

Benini SportsWater

UnbekannteMarke

Etablierte Marke

Online Only

Cross-digital

SURVEY

Exposure to digital advertising leads to a long viewing duration in the choice test!

Irrespective of the placement, Benini Sports Water is viewed the longest.

The other brands in the test to which the test persons had no advertising exposure during the experiment are viewed for a significantly shorter period of time.

Dwelling time(in ms)

Benini Sports Water


SURVEY

x

3 EXPOSURES – MAJOR EFFECT



The brand Benini, which had been previously unknown to all

48 participants, was identified by its exact name by 11 persons after 3 exposures to

digital advertising.

10 test persons were able to name context-related

terms such as water or green.

Question: What brand’s advertising did you notice? (across both groups)

BENINI – APPEALING ADVERTISING



How strongly do you agree with the following statements about the advertisement shown? (across both groups)

Summary of items: “Positive”: good, like it, positive feeling, well-designed, great“Activating”: makes me curious, activating, exhilarating, intense effect “Appealing”: interesting, attractive, convincing

54% of the test persons rate the advertisement as positive.

61% of the respondents find the

Benini advertisement appealing.

67.4% of the participants are

activated by the advertisement.

SURVEY

They assign characteristics such as “good” or “great” to

the Benini Sports Water advertisement and state

that they like it and think it is well-designed.

Words such as “interesting” and “attractive” are

assigned to the advertisement in this

context. So overall, the advertisement is

convincing.

They rate it as “exhilarating” and

“activating”. It makes people curious to find out more and has an intense

effect on the viewer.

POSITIVE APPEALING ACTIVATING

STUDY CONCLUSION

STUDY CONCLUSION

Cross-digital advertising is a better way to attract attention. This is an important requirement for understanding and learning the message as well as for brand awareness!

If the advertisement is seen on different digital devices, more attention is being paid to it. Even if the artwork is the same, the advertisement will be “disregarded” less faster due to changing the device.

Online only advertising has its strengths, particularly in terms of conveying positive emotions – the larger screen helps to better convey those emotions!

#1

#2

#3

#4 The effect at the point of sale is obvious: After being exposed to cross-digital advertising, the users find the product on the shelf much faster – a boost for the purchase probability!

Sonja KnabDirector Research & Marketing

Image sources: http://www.thinkstockphotos.de/

Dr. Lisa-Charlotte WolterHead of Think Tank Media Management

Hall 8.1, Stand D051-E058

n eurotion - :: burdaforward can you effectively reach consumers with your advertising message and...

Documents