The Power of RelevancyThe Biometric Impact of OnlineAdvertisingTony Marlow          Brian LevineStrategic Insights        ...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
BackgroundResearch Goals and Questions• Evaluate importance of display ad relevancy  – Do personally relevant ads elicit s...
Background               CONSCIOUS                ASSOCIATIVE                                                    95%      ...
Measuring How Consumers Process Stimuli                                                        Conscious Processing       ...
Biometrics and Eye Tracking                                                                                         Inners...
Methodology• Sample (n=60)  – Balance of males and females aged 25-49 years.  – Household Income between $25k-$100k.  – Ya...
MethodologyStep 1:       Step 2:                 Step 3:                   Step 4:Free surf     Selection page          Na...
Measuring Personal Relevance | Self Report• Self-report is used to measure conscious judgment.  Respondents were asked to ...
Measuring Emotional Relevance | Biometrics   Biometrics are considered the gold standard to measure emotional    resonanc...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
Personal Relevancy of Online Display                          What is the impact of                          targeting con...
Personally Relevant Ads (PR Ads)  High vs. Low Ad Relevancy: Elicited similar   levels of ‘time to fixation’ and ‘ad notic...
Personal Relevancy, What their Eyes Tell us   Personally Relevant Ad   Non-Personally Relevant Ad
Personal Relevancy, The TV Benchmark                     80                                           Initial strong emoti...
Personal Relevancy, The TV Benchmark                                 High Emotional Resonance               Intrusive     ...
Low Ad Relevancy, TV vs. Display                                  High Emotional Resonance               Intrusive        ...
Online Ad Relevancy, Low vs. High                                 High Emotional Resonance               Intrusive        ...
Online Ad Relevancy• Fixation is required to determine  relevancy.  – This is why ‘notice’ levels are the same    for rele...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
Contextual Relevancy                       What is the impact of                         pairing ads with                 ...
Contextually Relevant Ads Time to Fixate: Contextual relevancy increases time to first        fixation by 15% compared to ...
Contextual Relevancy, Gaze-plot   10                             10            bann                       9               ...
Contextual Synergy and Emotional Response                                High Emotional Resonance                         ...
Contextual Relevancy• Contextual synergy blends ads  and content.  – This is why ‘notice’ time is much faster    for conte...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
Personal Relevance + Contextual Relevance                         Do we get a multiplier                         effect fr...
Context + Personal Relevancy of Ads Fixate: PR + Context synergy increases time to first fixation      by 11% AND increase...
Context + Personal Relevancy of Ads                                High Emotional Resonance                               ...
Summary of Personal Relevance and Context                           High                                     • Positive em...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
iPad Experience• Methodology    • A subset of “iPad Owners” using iPads naturally• Examples  Context        No Context   R...
Agenda         Background and Method          Personal Relevancy of Ads         Contextual Relevancy                  PR +...
Summary• Evaluate importance of display ad relevancy  – People fixate longer on personally relevant ads enhancing    the o...
Implications for Advertisers• The findings point out that different targeting tactics  can be matched to the objectives of...
Implications for Advertisers• A product change or improvement  – When the objective is centered around communicating a    ...
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The Power of Relevancy The Biometric Impact of Online Advertising

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At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.

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The Power of Relevancy The Biometric Impact of Online Advertising

  1. 1. The Power of RelevancyThe Biometric Impact of OnlineAdvertisingTony Marlow Brian LevineStrategic Insights PresidentYAHOO! Innerscope Research
  2. 2. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  3. 3. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  4. 4. BackgroundResearch Goals and Questions• Evaluate importance of display ad relevancy – Do personally relevant ads elicit specific biometric responses that are different to ads that are not relevant?• Evaluate biological impact of contextual relevancy. – Does context significantly change individuals’ perceptions of the associated advertising and how?• Context + Personal Relevancy – Are both important and how can they be leveraged?
  5. 5. Background CONSCIOUS ASSOCIATIVE 95% * OF OUR DECISION- MAKING OCCURS ON A NON-CONSCIOUS LEVEL NON-CONSCIOUS *How Customers Think by Gerald Zaltman (21 February 2003) *Habit by Neale Martin (6 July 2008)
  6. 6. Measuring How Consumers Process Stimuli Conscious Processing (Self-Reports, Surveys, Focus Groups)Sensory Processing (Eye Tracking) Unconscious Emotional Processing (Advanced Biometrics)
  7. 7. Biometrics and Eye Tracking Innerscope Heart Response Fight or Flight Biometric Autonomic Monitoring Nervous System Arousal & System™ Skin Conductance Excitement Boredom, Tension, Respiration Humor Movement Orientation Attention & Eye Tracking ProcessingInternational Patent Pending: PCT/US2007/019383
  8. 8. Methodology• Sample (n=60) – Balance of males and females aged 25-49 years. – Household Income between $25k-$100k. – Yahoo! users.• Stimuli – 12 pre-selected target articles + 12 pre-selected target ads. – 6 contextual pairings + 6 non-contextually relevant pairings.• iPad Ethnography (sub-set) – n=16 iPad users
  9. 9. MethodologyStep 1: Step 2: Step 3: Step 4:Free surf Selection page Natural Browsing Survey to Accessyahoo.com Personal Relevance Freely choose the order of reading the articles Repeat until all target articles have been viewed
  10. 10. Measuring Personal Relevance | Self Report• Self-report is used to measure conscious judgment. Respondents were asked to rate the personal relevance of the ad, these scores are plotted on the x-axis of the Relevance Map to inform “which direction the wind is blowing.” “which direction the wind is blowing”
  11. 11. Measuring Emotional Relevance | Biometrics Biometrics are considered the gold standard to measure emotional resonance. These scores are plotted on the y-axis of the Resonance Map to inform “how strong the wind is blowing.” Four channels of biometric data (Skin “how strong is the wind” Conductance, Heart Rate, Respiration and Movement) are combined to create the measurement of Emotional Resonance. Eye-Tracking data is used to determine when respondents are actually looking at an ad. Emotional Resonance while the respondent is looking at the ad is then measured at a deviation from their baseline emotional levels.
  12. 12. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  13. 13. Personal Relevancy of Online Display What is the impact of targeting consumers with personally relevant ads?
  14. 14. Personally Relevant Ads (PR Ads) High vs. Low Ad Relevancy: Elicited similar levels of ‘time to fixation’ and ‘ad notice’When the display ads are relevant:• People spend +25% time fixating on them and• There is a 27% increase in pupil dilation (info processing)
  15. 15. Personal Relevancy, What their Eyes Tell us Personally Relevant Ad Non-Personally Relevant Ad
  16. 16. Personal Relevancy, The TV Benchmark 80 Initial strong emotion 60Emotional Response Tune out 40 20 0 :02 :05 :08 :11 :13 :15 Time
  17. 17. Personal Relevancy, The TV Benchmark High Emotional Resonance Intrusive 0.7 0.8 Engaged 0.35 0.4Low Personal 0 High Personal Relevance -3 -2 -1 0 1 2 3 Relevance Low PR TVC -0.35 -0.4 Apathetic -0.8 -0.7 Comfortable Low Emotional Resonance
  18. 18. Low Ad Relevancy, TV vs. Display High Emotional Resonance Intrusive 0.7 0.8 Engaged Low PR Display 0.4 0.35Low Personal 0 High Personal Relevance -3 -2 -1 0 1 2 3 Relevance Low PR TVC -0.4 -0.35 Apathetic -0.8 -0.7 Comfortable Low Emotional Resonance
  19. 19. Online Ad Relevancy, Low vs. High High Emotional Resonance Intrusive 0.8 Engaged 0.4 High PR Display Low PR DisplayLow Personal High Personal Relevance 0 Relevance -3 -2 -1 0 1 2 3 -0.4 Apathetic -0.8 Comfortable Low Emotional Resonance
  20. 20. Online Ad Relevancy• Fixation is required to determine relevancy. – This is why ‘notice’ levels are the same for relevant/non-relevant ads.• Relevant ads elicit longer fixation – Longer fixation enhances opportunity for intake and emotional response. – Increased pupil dilation indicates stronger cognitive processing.
  21. 21. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  22. 22. Contextual Relevancy What is the impact of pairing ads with related content?
  23. 23. Contextually Relevant Ads Time to Fixate: Contextual relevancy increases time to first fixation by 15% compared to out of context Information Processing: Context synergy shows a 7% increase in pupil dilation (cognitive processing). Ads as Content: When contextually relevant, ads more easily blend to become content rather than just ads.
  24. 24. Contextual Relevancy, Gaze-plot 10 10 bann 9 8 bann 7 er_a d 7 er_ad 4 3 8 6 3 1 2 1 sid side 2 e_ 6 ad 4 9 _ad 5 5 Contextually Relevant Ad Non-Contextually Relevant Ad
  25. 25. Contextual Synergy and Emotional Response High Emotional Resonance 0.7 0.8 Intrusive Engaged Contextual Display 0.4 0.35 Non-contextual DisplayLow Personal High Personal 0 Relevance -3 -2 -1 0 1 2 3 Relevance -0.4 -0.35 Apathetic Comfortable -0.8 -0.7 Low Emotional Resonance
  26. 26. Contextual Relevancy• Contextual synergy blends ads and content. – This is why ‘notice’ time is much faster for contextual placements. – It is also why pupil dilation is negligibly larger for the ad. – Contextual placements elicit twice the emotional response.• Context alone doesn’t elicit more ad fixation time. – They don’t look at it longer, they just like it more.
  27. 27. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  28. 28. Personal Relevance + Contextual Relevance Do we get a multiplier effect from hitting the right people in the right context?
  29. 29. Context + Personal Relevancy of Ads Fixate: PR + Context synergy increases time to first fixation by 11% AND increases total fixation time by 14%. Information Processing: PR + Context synergy shows a 40% increase pupil dilation.PR + Context: Increases in biometric measures indicate this is the optimal scenario for increasing cognitive processing plus it pushes emotional response and recall.
  30. 30. Context + Personal Relevancy of Ads High Emotional Resonance 0.8 Intrusive Engaged High PR + Context 0.4 Low PR + Non-contextLow Personal High Personal Relevance 0 Relevance -3 -2 -1 0 1 2 3 -0.4 Apathetic Comfortable -0.8 Low Emotional Resonance
  31. 31. Summary of Personal Relevance and Context High • Positive emotional response • Long fixation time • Draws attention very fast • Solid cognitive engagement • Long fixation timePersonal Relevance of Ad • Positive strong emotional response But… • Positive strong cognitive processing • Slower to draw attention • Noticed • Draws attention fast • Strong emotional response But… • Negative emotional response But… • Short fixation time • Shorter fixation time • Slow to draw attention • Potential to for some negative Low • Low cognition emotional response.* Not Related Related Context
  32. 32. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment
  33. 33. iPad Experience• Methodology • A subset of “iPad Owners” using iPads naturally• Examples Context No Context Relevant Not Relevant• Directional Insights • Greater Fixation on Personally Relevant Ads • Faster Time to First Fixation on Contextually Relevant Ads • Additional Insights for another time
  34. 34. Agenda Background and Method Personal Relevancy of Ads Contextual Relevancy PR + Context iPad Environment Summary
  35. 35. Summary• Evaluate importance of display ad relevancy – People fixate longer on personally relevant ads enhancing the opportunity for strong emotional processing and stronger information processing• Evaluate biological impact of contextual relevancy – People notice advertising quicker when it is paired with contextually relevant content and contextual placements elicit twice the emotional response• Context + Personal Relevancy – Leveraging both context relevancy and personal relevancy produces even stronger emotional processing and information processing than either condition alone
  36. 36. Implications for Advertisers• The findings point out that different targeting tactics can be matched to the objectives of a campaign, here are some examples:• A new product/line launch – When the objective is centered around awareness generation contextual placements will be a strong tactical option. – Context yields fast fixation and elicits the psychological principal of primacy (i.e. this increases the chances of the ad moving from ST to LT memory).
  37. 37. Implications for Advertisers• A product change or improvement – When the objective is centered around communicating a specific and tangible key message – Personal relevancy (behavioral targeting) elicits stronger levels of pupil dilation – a key indicator of heightened cognition.• Public service announcements (e.g. anti drink driving) – When the objective is centered around eliciting an emotional response (good or bad) – Context + Personal Relevance is most likely to elicit stronger emotional responses than other targeting.

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