6/27/2014 WHAT MAKES ADS EFFECTIVE? THE EYES HAVE IT! ADVERTISING EFFECTIVENESS? WHY DO WE MOVE OUR EYES?

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1 WHAT MAKES ADS EFFECTIVE? THE EYES HAVE IT! MICHEL WEDEL ROBERT H. SMITH SCHOOL OF BUSINESS UNIVERSITY OF MARYLAND Valencia 4 June 2014 ADVERTISING EFFECTIVENESS? 2 WHY DO WE MOVE OUR EYES? Eye movements: Saccades (30ms) Fixations (300ms) We see less than 1% of our environment clearly! About 1½ hours each day we see nothing! 3 1

2 WHAT DO WE SEE? 300ms 600ms 4 WHAT DO WE LOOK AT? 5 EYE TRACKING AROUND 1900: DODGE S FALLING PLATE CAMERA Ingredients: camera, cardboard, knitting needles, pendulum, two bicycle pumps Spindler & Hoyer: 375 DM 6 2

3 EYE TRACKING AROUND MODERN EYE TRACKING EQUIPMENT 8 Source: SCAN PATH FOR ONE CONSUMER Saccade Fixation 9 3

4 SCAN PATHS FOR 100 CONSUMERS 10 EYE-TRACKING FOR ADVERTISING EFFECTIVENESS First application in marketing by Nixon in 1924 Is used by P&G, IBM, Pepsico, Target, Google, providers such as PRS and Tobii. However, many industry applications stop short of providing cool heat maps of gaze patterns 11 BEYOND THE COOL GRAPHS: Eye Movements RESEARCH FRAMEWORK Person Factors Visual-Spatial Attention Down Stream Communication Effects Stimulus Factors Data Theory Models 12 4

5 Marketing Analytics: BAYESIAN METHODS Bayes Theorem: How to update existing beliefs based on new evidence (Thomas Bayes, ) Became popular after development of sampling methods for estimation Flexible framework for statistical modelling of eye movement data BANOVA 13 TWELVE INSIGHTS FROM OUR RESEARCH ON ADVERTISING RECOGNITION TESTS HAVE LOW VALIDITY -Did you see this ad before? -Did you see the picture before? Although there is a relation between attention and ad recognition, people claim to have seen the picture and the ad, if the ad has a larger picture! Memory for what you ve seen is based on lay theories 15 5

6 2. CONSUMERS GET THE GIST OF ADS FAST Many ads receive at best one fixation! But consumers grasp the gist of typical ads in a single fixation i (100ms) Ad typicality is an effective strategy to break through COLOR PROTECTS GIST AGAINST BLUR Many exposures to ads are not only brief, but also blurred The central object and its color protect gist perception of typical ads under brief and blurred exposures EFFECTS OF EXPOSURE DURATION DEPEND ON TYPE OF AD Typical ads: Identification is always good, but liking decreases with increasing exposure Mystery y ads: Identification improves, and liking improves with increasing exposure False Front ads: Identification improves, but liking decreases with increasing exposure 18 6

7 5. SIZE MATTERS: THE BRAND IS CRUCIAL Picture gets attention regardless of size Attention to text and ad depend on size Brand attention depends d strongly on size, and transfers to the rest of the ad Attention to the brand promotes memory most SEGMENTS DIFFER IN ATTENTION Scanning Segment Initial Attention Segment Sustained Attention Segment Headline Pictorial Headline Packshot Pictorial Bodytext Headline Large segment differences in gaze and scan-paths, caused by involvement and other person factors. Pictorial Packshot GOALS HAVE FAST INFLUENCE ON GAZE Ad memorization: More attention to most elements Brand evaluation: Most attention to brand and text Brand learning: More attention to text, but less to pictorial Attention reflects 21 lay theories 7

8 8. REPEATED EXPOSURES AFFECT ATTENTION Gaze duration drops by about 50% each new exposure But scan-paths remain similar SCAN-PATHS: CONSUMERS SWITCH BETWEEN LOCALIZING AND IDENTIFYING Rather than global exploration followed by local scanning: Exploration is broken op in a sequence of local fixations ORIGINALITY HELPS ATTENTION AND MEMORY Originality increases gaze on the brand and pictorial Even more for familiar ads Improves memory for the brand 24 8

9 11. COMPLEXITY MAY HURT OR HELP Feature complexity: Dense features, e.g., colors and edges hurts attention to the brand! Design i complexity: Many, asymmetric, irregular, dissimilar objects helps attention to the pictorial and the ad Low High FEATURE ADS ARE FAR FROM OPTIMAL Optimizing attention to cluttered feature ad displays: Pictorial should be smaller Brand and price should be larger Then: retailer and manufacturer ads both receive more attention More attention to feature ads improves 26 sales! CONCLUSION Eye-tracking is effective for the evaluation of visual marketing, and provides unique data on how consumers process information not only from advertisements but also on packages, brands, comparison sites shelves, search sites, billboards, shopping sites, banner ads, video games, TV commercials More and more Business Schools at European Universities now have eye trackers, but even if you don t 27 9

10 THE NEXT EPOCH: A PARADIGM SHIFT Integration with: Pupil dilation, EEG, facial Recognition of emotions Webcams: computers, smart-phones, tablets, eboards, kiosks, smart- TV, New applications: Gaze-control of information Gaze-contingent rendering of information Gaze-based targeting 28 THANK YOU! FOR QUESTIONS: MWEDEL@UMD.EDU 29 10