What Consumers Really Think: Neurometric Response to Advertisingin iPad® Magazines

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in …

At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.

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  • 1. What Consumers Really Think Neurometric Response to Advertising in iPad® MagazinesBetsy Frank Elissa Moses Michael HaggertyChief Research & Chief Analytics SVP, US Director,Insights Officer EmSense Corporation Research & MarketingTime Inc. Accountability Universal McCann
  • 2. Today’s Agenda• Background• Opportunity• Approach• Insights• Implications
  • 3. Background2010: “The Year of the iPad”• 15 million sold• Fastest adopted consumer electronics device• Defined a new computer category• Cemented the “App Store” model• Re-shaped ideals of Digital Design• And…
  • 4. Background2010: “The Year of the iPad”• Ignited a “Publishing Renaissance” – New optimism around the value of brands and content – New opportunities to create a consumer-driven revenue model• Created a new advertising medium – Engaging, immersive, interactive – Video + Magazines + The Web = A completely new experience
  • 5. Opportunity• TIME Magazine was the first to market• Expectation: A unique user experience Personal and tactile + Extra content + Passion for the device = A new kind of experience• How would this experience with the device and the content drive engagement with advertising?
  • 6. OpportunityUniversal McCann approached us with apartnership idea:• To explore consumer interaction and engagement with iPad magazine apps – What does engagement look like on an iPad magazine ad? – Can we quantify it, or at least create a framework for measurement? – What does this mean for brands, in terms of communication and creative?
  • 7. OpportunityUM and Time Inc. selected EmSense toexecute the Study• Biometrics: A passive, scientific methodology• Large samples; unobtrusive/comfortable reader experience• Goal: Separate the passion for the device from the reaction to the advertising
  • 8. Methodology
  • 9. EmSense TechnologyEmSense Enabled™ headsets combine both neuroscience andother bio-sensory inputs to create a robust model of humanresponse, without the invasiveness of traditional EEG equipment
  • 10. EmSense Measurements Survey/ Neuro- Secondary Eye- One-on- science Bio-Sensory Tracking Ones Heart rate, respiration, Direct brain measurements Measure eye fixations Detailed survey &Method through EEG (brainwaves) blinking, head movement area and length in-depth interviews & temperature Frontal lobe measures: Longer-term measures: • Fixation • Diagnostic questions • Positive/negative • Engagement • Length of fixation • Detailed explicitKey emotion responseMeasures • Arousal • Cognition • Subgrouping/ classification • Direct brain • Additional implicit • Synchronized with • Conscious explicit measurement measurement EEG to combine perspectiveMain • High temporal resolution detailed area of • Feedback on criticalAdvantage fixation and brain areas identified by • Focus on Executive Brain engagement neuroscience & Decision Making
  • 11. Value Proposition: Quantitative Sample SizesResults for 150 sample versusmatched samples of 20
  • 12. Approach: Multi-Metric• Mobile Eye Tracking and EmSense EEG Neurometrics were used to measure Cognitive Engagement and +/- Emotional Valence over the course of the iPad user/magazine reader experience• Survey questions were asked of each participant after each session to measure attitudinal responses and opinions• Conducted 1-on-1 interviews with subset for discussion on iPad magazine apps and ad experience
  • 13. Methodology• Fieldwork A total of 180 bio-sensory and survey interviews were conducted in Chicago and San Francisco between August 16 and September 3, 2010 Market Total Female Male Chicago 85 45 40 San Francisco 95 40 55 Total 180 85 95• Study Protocol – Magazines tested: TIME, Sports Illustrated and People Magazine – TIME viewed by all respondents, Sports Illustrated by Males and People Magazine by Female respondents only. Sequential monadic exposure – Calibration for eye tracking and bio-sensory measures as well as detailed instructions were provided to each participant at the beginning of each session – Survey questions followed the behavioral part of the test
  • 14. Study ParticipantsFitted with EmBand™ & Mobile Eye Trackingwhile interacting with the iPad
  • 15. Bio-Sensory Involvement Map High High Cognitive Response Low Low - + Negative Emotional Response Positive
  • 16. Bio-Sensory Involvement Map High HighThinking hard Highlyto process or engaged, easilyunderstand Processing Drawn In processing Cognitive Responseinformation information Not activelyUninterested Checked thinkingor disengaged Relaxed hard, enjoyable Out experience Low Low - + Negative Emotional Response Positive
  • 17. What did we learn?
  • 18. High Neurometric Ad Response High Of 23 ads tested, only 1 failed to engage readers on anCognitive Response emotional or Cognitive Response cognitive level How do we define a positive experience? Low - + Emotional Response Emotional Response
  • 19. Propulsion iPad ad’s ability to propel the reader through the adhomepage into the deeper-layer interactive elements
  • 20. Drivers of PropulsionVisual AttentionAccessibility Propulsion Drawing the reader through the adEmotional Response
  • 21. Interactivity Builds Attention• Interactive ad features capture readers’ attention longer• Buttons are a simple component to ensure ads can be easily navigated Cumulative Time Spent (Seconds Per Ad) 20 17.8 15 11.8Time Spent 10 9.1 7.1 5.0 5 0 Buttons Web Static Interactive Video Content Images
  • 22. Button Overload
  • 23. Buttons Can Hinder AccessibilityButtons require a high level of consumer involvement (Cognition).Poor or inconsiderate button design will directly lead to viewerfrustration and disengagement Cumulative Time Spent (Seconds Per Ad) 20 90 80 Taking people too long 17.8 80 to process buttons 63 70 15 60 56 60 Cognition %Time Spent 43 50 10 11.8 40 9.1 30 5 7.1 20 5.0 10 0 0 Buttons Web Static Interactive Video Content Images
  • 24. Propulsion in Action: Korean AirJuly 26, 2010
  • 25. Korean Air Ad Elements Home Page/Video Gallery Page Info Page Additional Gallery
  • 26. Korean Air Heatmap Attention • Distinctive colors, minimalistic design, arresting image of woman and bird • Inviting image of flight attendants on video draw user’s attention Accessibility • Launch video arrow clearly invites user to tap and watch “The Korean Air “I never ad is the one I consideredremember most… Korean Airit was interesting before, but the and somewhat ad made medramatic without aware of thembeing intrusive…” and it sure made their service look nice…” Percent Noting <10% 10%-20% 20%-30% 30%-40% 40%+
  • 27. Korean Air Neurometric Map High High Processing Drawn In Cognitive Response Checked Relaxed Out Low Low - + Negative Emotional Response Positive
  • 28. What can Propulsion meanfor Advertisers?
  • 29. Driving Propulsion Generates Brand Interest • Propulsion leads to higher time spent with an ad, as well as additional impressions • Propulsion spurs Brand Interest – “Look for more information”45% Predicted Look for more information40% Actual Look for more information35% r2 = 81%30%25%20%15%10%5%0% Ad 1 Ad 2 Ad 3 Ad 4 Ad 5 Ad 6 Ad 7 Ad 8 Ad 9 Ad 10 Ad 11 Ad 12 Ad 13 Ad 14 Ad 15 Ad 16 Ad 17 Ad 18 Ad 19 Ad 20 Ad 21
  • 30. Key TakeawaysAgencies & Advertisers Publishers & Content Creators• iPad advertising adds to the • The iPad represents a unique overall experience user experience• iPad ads & app content is • Engagement with the experienced seamlessly with advertising is highly magazine editorial and is more immersive and multilevel likely to grab the reader’s attention and interest • Consumers want (and expect) every ad to be• Propulsion represents a brand’s entertaining, interactive and opportunity to extend the fun conversation with the reader• Propulsion generates brand awareness and brand interest post-exposure
  • 31. Thank You!