Application:

Video Advertisement

Situation

  • Display during commercial break
  • Distraction of the viewer
  • Expensive time slots

Problem

  • Target group must be addressed properly
  • Only a few metrics about the actual ratio of viewers
  • Unknown evoked emotion

Solution

Teaser, commercial or short clip: It should be seen, emotionally touching and memorable! 

Hardly any consumer switches on his/her TV in order to watch commercials. His attention is directed to the actual program which is interrupted by a video advertisement. This often leads to negative, abating emotions. A commercial must therefore be able to attract the consumer’s attention and keep it. He must fight against a large number of other commercials. The aim of the design of a video advertisement is therefore to achieve an activating effect.

The actual perception and perceived emotions of potential customers can already be examined via our webcam eye tracking before the broadcast in order to be able to react appropriately in the design process, recognize optimization potential and thus get the best out of the TV commercial.

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Success stories

We are still working on this success story. Please come back soon and learn more about a successful eye tracking study in the context of tv commercials.

Approach

Video clips, storyboards and animations are tested between other typical TV content by viewers of the target group. Based on the recording of the participants we can analyze the gaze positions and emotional reactions.

The following is examined:

  • Objects with high attention
  • Viewability of brand content
  • Impact of scene cuttings
  • Orientation of the viewer
  • Emotion via facial coding
  • Information retrieval from onscreen overlays
  • Memorability

Participants

Participants can either be booked directly via the platform or gained from your own existing customer and user contacts.

 

Sounds interesting?

We would love to talk to you and see where we can support you!
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