With the most important learnings how to create extra engagement in adverting. Cases based on eyetracking show how to steer the attention towards the most important elements to increase your ROI. Primer Research is specialized in first 2 second case studies. Contact: Martijn van Lambalgen, martijn@primer-research.com

1. Make your ad 2 second ready
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2. Copyright 2017 lamb research
From reach to impact...

3. 2-way approach
From the psychology:
An implicit memory effect in which exposure to one stimulus
influences the response to another stimulus, without
conscious guidance or intention.
To form a bases:
A first coat or layer of paint, size, given to any surface as a
base, sealer, or the like
Methodology
Testresults
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Primer

4. 2-way implementation
Differences in test results can only be explained by priming
effects of the test stimuli. We measure instinctive reactions
with no bias by social desirable answers and/or memory.
Our test results guarantee that your ad will stick in the media
more, with higher ROI in the crucial first process. Or like Bill
Bernbach quoted: “If your advertising goes unnoticed
everything else is academic”.
Methodology
Test results
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Primer

5. New media challenges
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6. Increasing fragmentation
Proctor & Gamble:
Average viewing time of online videos is only 1,7
second, only 20% of the ads are noticed longer than 2
seconds.’
XS4ALL:
“We discovered that smaller banner sizes don’t deliver the
desired impact”
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7. Don’t overestimate the willingness to receive
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8. We have an
attention span of a
goldfish (8 seconds)
Shorter attention span
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9. Bias of memory
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10. How to create impact in the crucial first 2
seconds?
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11. Measuring what sticks
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12. 02
01
03
04
Respondents are invited to scan different
exposures online if they agree to use their
webcam. Unless specific requests,
respondents are randomly selected. Specific
requests on samples are possible.
After calibration, respondents scan adverts in
a reel with randomized surroundings.
Surrounding is dependent on type of media
and size of the advert.
After 40-60 observations per ad, the
fieldwork will be closed and eye- tracking
data are aggregated into attention kpi’s
in comparison with the benchmark.
Full report will be delivered the day after
EYETRACKING RESEARCH SET-UP
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13. A few comparisons
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14. Using contrast
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15. Make it easy to understand
Communicate fast
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16. Copyright 2017 lamb research
MOCK-UPORIGINAL
Make your brand noticed
Make your brand
noticed

17. Use the power of the visual
Use the power of
the visual
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18. A good visual…
… Attracts the attention in a fragmented
surrounding
… communicates the message fast
… Does not contain too many elements
… Does have a good touting and hierarchy
… Supports a good attention flow
… builds besides engagement relevancy and CTA
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19. Online size does matter
XS4ALL:
“We discovered that small banner sizes don’t deliver the desired
impact”
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20. Size does matter (measuring 3 different banner sizes)
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21. (Online) size does matter
2 times more
efficient
Scores are based on averages
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22. Size + creation does matter more
Billboard
3 times more efficient (5 x higher
engagement)
Extra impact creation DELA
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23. Optimizing the flow in video
Proctor & Gamble:
Average viewing time of online videos is only 1,7
second, only 20% of the ads are noticed longer than 2
seconds.’
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24. ... Make use of emotion
... Do not emphasize the technique (ratio)
... but show the result of the technique
(proof/experience)
... Show/ mention the brand early
... without disrupting the storyline
... Work towards a plot
... Let the scenes follow fluently
... So it can be followed in a passive modus
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How to keep the audience in a flow…

25. Creation 1
Media budget
200.000,-
Performance creation
Level3: 40
ROI: €80.000
Creation 2
Media budget
200.000,-
Performance creation
Level3: 51
ROI: €102.000
Fast Efficient Actionable
-Within 2 working days - Low cost from €246 - Self explaining reports
- High opportunity to - Experienced consultant
improve media ROI
Higher ROI of €22.000
We deliver higher ROI
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26. About PRIMER
We are settled in Hilversum, close to media companies like Talpa, Mediamonks and
RTL. Also nearby where once Verify was located. Verify was the first eye tracking
research company (1997) who brought innovative eye tracking on media alive with
large clients like Unilever, Government and Friesland Campina .
Earlier employees of Verify decided to launch a more disruptive and more scalable
eye tracking model in the international market and keep the Verify tradition alive.
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Contact:
Martijn van Lambalgen
martijn@primer-research.com
www.primer-research.com