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Neurociencia y publicidad Mobile:
¿Por qué se necesita una estrategia de un segundo?
3
What neuroscience tells us about exposure time, attention
and Opportunity to see
@gorecki36
#Firstsecondstrategy
Vas Bak...
4
“Advertisements are now so numerous that no one is
paying attention to them”
Samuel Johnson
1759
EXPOSURE
TIME
ATTENTION IMPACT
5
6
We focused on the first 3 seconds
IN SCOPE:
How much time does an ad need
to stay on the screen to trigger
ATTENTION & C...
Opportunity to see research: the need for a new methodology
7
AD
Seen Processed Reacted
How we measured attention and cognitive processing
8
COGNITIVE LOAD (CL)
Are consumers processing the
information given? A...
9
10
The human brain needs less than ½ second to
engage with mobile advertising & trigger a reaction.
Cognition is FAST
Cognition is fast
11
Total Exposure time
Chart shows the percentage of Ads who have shown a significant lift
in cognitive ...
12
Ads in a mobile feed environment get attention faster
and trigger stronger cognition, compared to desktop.
Time is RELA...
29%
42%
67% 67%
71%
96% 96% 100% 100%
22%
30%
52% 52% 57% 57%
57% 61% 65%
0
200
400
600
800
1000
1200
1400
1600
1800
2000
...
14
Cognitive process is accelerated for known
brands.
Our Brain is faster on Branding
40%
50% 50% 50%
90% 90% 100%
100%
43%
79% 79% 86% 100% 100% 100%
100%
Cognitive Load
“Well known” brands are better at usi...
16
Video ads create emotional response
earlier than static, in under a second.
Motion drives emotion
16
Video Ad Static Ad
Video ads generate stronger emotional response, earlier
17
25%
65%
83% 84% 88% 89% 91% 93%
24%
69%
84% ...
18
Weak ads are processed faster and create negative
responses in less than a second.
Weak ads work fast and fail
faster
High Performance Ad Low Performance Ad
Low performing ads are processed faster
19
Low performing ads are processed faster
...
Low performing ads fail to engage consumers in a positive way
20
-45 -45 -45 -45
-55 -55
-64 -64
9 9
18 18
-100
-50
0
50
1...
“The Trouble is we think we
have time”
Buddha
21
North America
Do we have a
First second strategy?
Learn more www.mmaglobal.com/cognition
23
Overstimulation Selective attention
A blur can trigger an emotion
25
From initial attention to
emotional response
During this phase, ads are seen mostly as a
...
Visual elements will determine stopping power
27
Overall:
MORE contrast and density is better,
but there are trade-offs
Co...
Work with Complexity
28
Complexity
: LOW
17%Item complexity
Platform complexity
New tools for a Visual Strategy
29
Image Complexity:
LOW
13.28%
Salience Complexity:
LOW/MEDIUM
5.5%
Show people as an attention grabber
30
Attracted more
attention
Even “gaze direction” matters
31
DIRECTING
attention
DEMANDING
attention
DIRECTING
attention
DEMANDING
attention
Even gaze direction matters
32
33
34
How are we:
✓ Using colors?
✓ Using contrast and angles?
✓ Using motion?
✓ Making the first frames of a video count?
ST...
Le
35
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
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MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile

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VASSILIS BAKOPOULOS
SVP – Head Industry Research
Mobile Marketing Association

Published in: Marketing
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MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile

  1. 1. Neurociencia y publicidad Mobile: ¿Por qué se necesita una estrategia de un segundo?
  2. 2. 3 What neuroscience tells us about exposure time, attention and Opportunity to see @gorecki36 #Firstsecondstrategy Vas Bakopoulos SVP-Head of Research, MMA @mmaglobal
  3. 3. 4 “Advertisements are now so numerous that no one is paying attention to them” Samuel Johnson 1759
  4. 4. EXPOSURE TIME ATTENTION IMPACT 5
  5. 5. 6 We focused on the first 3 seconds IN SCOPE: How much time does an ad need to stay on the screen to trigger ATTENTION & COGNITION? OUT OF SCOPE: What makes an ad “work? What is the role of exposure time on EFFECTIVENESS? Phase 1 Phase 2
  6. 6. Opportunity to see research: the need for a new methodology 7 AD Seen Processed Reacted
  7. 7. How we measured attention and cognitive processing 8 COGNITIVE LOAD (CL) Are consumers processing the information given? Are they experiencing information overload and stress? MOTIVATION /EMOTIONAL RESPONSE (FAI) Do consumers display interest and desire? Are they motivated to approach or avoid? PERCENTAGE of ADS SEEN What percentage of ads are consumers seeing? ATTENTION COGNITIVE PROCESSING
  8. 8. 9
  9. 9. 10 The human brain needs less than ½ second to engage with mobile advertising & trigger a reaction. Cognition is FAST
  10. 10. Cognition is fast 11 Total Exposure time Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed. More than 67% are already seen at 0.4 seconds Two third of ads are cognitively recognized at 0.4 seconds 29% 42% 67% 67% 71% 96% 96% 100% 100% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 MOBILE Cognitive Load Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. All ads were shown to the same number of participants at each speed. 5% 25% 67% 84% 85% 88% 89% 92% 93% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Attention 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
  11. 11. 12 Ads in a mobile feed environment get attention faster and trigger stronger cognition, compared to desktop. Time is RELATIVE
  12. 12. 29% 42% 67% 67% 71% 96% 96% 100% 100% 22% 30% 52% 52% 57% 57% 57% 61% 65% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Total Exposure time Ads are processed slower in desktop 13 Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed. DESKTOP * = significantat p<0.05 Attention Cognitive Load MOBILE 25% 67% 84% 85% 88% 89% 92% 93% 12% 30% 44% 48% 50% 62% 58% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
  13. 13. 14 Cognitive process is accelerated for known brands. Our Brain is faster on Branding
  14. 14. 40% 50% 50% 50% 90% 90% 100% 100% 43% 79% 79% 86% 100% 100% 100% 100% Cognitive Load “Well known” brands are better at using attention 15 24% 68% 83% 84% 88% 90% 92% 94% 25% 66% 84% 85% 88% 89% 92% 93% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Known Brand Less known Brand 20% 20% 20% 30% 50% 50% 70% 80% 57% 57% 64% 64% 64% 64% 71% 71% Motivation Attention 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
  15. 15. 16 Video ads create emotional response earlier than static, in under a second. Motion drives emotion 16
  16. 16. Video Ad Static Ad Video ads generate stronger emotional response, earlier 17 25% 65% 83% 84% 88% 89% 91% 93% 24% 69% 84% 86% 89% 89% 93% 94%0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 * 25% 25% 33% 42% 50% 50% 58% 67% 58% 58% 58% 58% 67% 67% 83% 83%MotivationAttention 100 200 400 700 1000 1250 1500 2000 3000100 200 400 700 1000 1250 1500 2000 3000
  17. 17. 18 Weak ads are processed faster and create negative responses in less than a second. Weak ads work fast and fail faster
  18. 18. High Performance Ad Low Performance Ad Low performing ads are processed faster 19 Low performing ads are processed faster Cognitive Load 45% 82% 82% 91% 100% 100% 100% 100% 38% 54% 54% 54% 92%92% 100% 100% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Scroll speed 100 200 400 700 1000 1250 1500 2000 3000
  19. 19. Low performing ads fail to engage consumers in a positive way 20 -45 -45 -45 -45 -55 -55 -64 -64 9 9 18 18 -100 -50 0 50 100 200 400 700 1000 1250 1500 2000 3000 Low performance Negative Positive 100 200 400 700 1000 1250 1500 2000 3000
  20. 20. “The Trouble is we think we have time” Buddha 21
  21. 21. North America Do we have a First second strategy? Learn more www.mmaglobal.com/cognition
  22. 22. 23 Overstimulation Selective attention
  23. 23. A blur can trigger an emotion 25 From initial attention to emotional response During this phase, ads are seen mostly as a blur, but can trigger emotional responses due to color and composition. COLORS matter: RED: love and passion GREEN: life and health
  24. 24. Visual elements will determine stopping power 27 Overall: MORE contrast and density is better, but there are trade-offs Contrast Angles Color composition Picture density min MAX
  25. 25. Work with Complexity 28 Complexity : LOW 17%Item complexity Platform complexity
  26. 26. New tools for a Visual Strategy 29 Image Complexity: LOW 13.28% Salience Complexity: LOW/MEDIUM 5.5%
  27. 27. Show people as an attention grabber 30 Attracted more attention
  28. 28. Even “gaze direction” matters 31 DIRECTING attention DEMANDING attention
  29. 29. DIRECTING attention DEMANDING attention Even gaze direction matters 32
  30. 30. 33
  31. 31. 34 How are we: ✓ Using colors? ✓ Using contrast and angles? ✓ Using motion? ✓ Making the first frames of a video count? STRATEGY Creative Checklist Are we: ✓ “Pretesting” for visual salience and complexity? ✓ Adjusting for platform complexity? ✓ Adjusting for brand familiarity? ✓ Triggering primary needs? ✓ Triggering social needs?
  32. 32. Le 35

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