Application:

Preroll Ad Efficiency

Situation

  • forced pre content display
  • placement in external online context

Problem

  • distraction due to other website elements
  • skip option by the user
  • interruption of the users action
  • unknown impact on the users emotion

Solution

It’s a very efficient way to advertise your targeted content by interrupting the users journey and display your marketing content. But it is important to check whether this forced medium is suitable for this purpose, target audience and archives the right impression and perception.

Approach

To check how those media (e.g. popup, overlay, video clip) is perceived, we conduct a online eye tracking study by using one of the suitable contexts and inset the medium in this environment. This will be shown with proper instructions to a representative choice and amount of participants from the target group.

The following is examined:

  • Duration of attention by the medium
  • Attraction of animation- / video sequences
  • Distraction by other elements of the environment
  • Visibility of different types of media
  • Memorability
  • First impression and orientation

Sounds interesting?

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