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iMotions - Attention Tool Eye Tracking Software - Case Study Cadbury TVAd

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iMotionsEyeTracking
iMotionsEyeTracking

This case describes how Cadbury have tested with Attention Tool in order to cut down a 30 sec TV Ad to 15 seconds by combining the full range metrics in Attention Tool.

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Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Background / Objectives: The client wanted to evaluate the TV Ad of the new advertisement campaign for it¡¯s V6 - Dual Action brand. They wanted to know which scenes to keep in a 15 second edition of a 30 sec. commercial. NOTE: This methodology can be used as post-production optimization of all moving images formats. Methodology: ? Attention Tool? + Questionnaire ? Target segment: 120 people (Males 50% / Females 50%) / Age: ¡°Young¡± & ¡°Old¡± ? 2 Cells: (A/B) 60 people each (30 M / 30 F). ? Cell A was shown a representative frame of each scene of the TV Ad to be measured with EMOTION METRICS - Emotional Activation to know the emotional activation curve of the TV Ad. ? Cell B was shown the 30 second TV Ad to be measured with EYE TRACKING METRICS - Bee Swarm - Rubber Bands to know the branding and communication messaging characteristics of the TV Ad. ? Cell B was asked a brief questionnaire about Recall, Likes / Dislikes, etc... EMOTION METRICS EYE TRACKING METRICS Cell A Cell B Emotional Activation Bee Swarm + Rubber Bands Representative frame of each scene 30 second TV Ad + ? Cell A: 60 people each (30 M / 30 F) / Young & Old Cell A: 60 people each (30 M / 30 F) / Young & Old ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 1/4
Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Results: 1. Emotional Activation Curve. (Emotional Activation Analysis) This graph states the Arousal level each scene produces with the consumer. Arousal 9 Males Females 8 7 6 5 4 3 2 1 2. Branding (Bee Swarm + Rubber Bands Analysis) This analysis reveals if the product (V6) is seen or not seen when featured in each scene. - - - - - Product feature and seen Product feature and not seen Product not feature 3. Attention: Percentage of total viewers (To see the attention areas refer to page 3 & 4) This graph reveals the percentage of focused attention in each scene. Total viewers NOTE: EYE TRACKING METRIC results were almost identical in both segments. Males Females 75% 50% 25% ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 2/4
Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark 4. Answers to the Questionnaire: Which brand was shown in the Ad? Young segment: 39 % Stimorol & 58% V6 / Old segment: 19% Stimorol & 73% V6 Conclusions / Learnings ? The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the ¡°high¡± emotional activation. This is also confirmed by the low recall rate specially with the ¡°Young¡± segment. ? Use the woman¡¯s ability to create emotional activation to grab attention while placing the message as she generates considerable more emotional activation than the man. ? Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then when the product get exposure, otherwise it is not seen. ? The people and their faces get the attention of the respondent, not the rest, including the ¡°flying bubbles¡±. ? The ¡°flying bubbles¡± are basically not seen throughout the Ad. They distribute the attention of the respondent preventing the attention on the main messages. ? The scenes with people generates more emotional activation than the situational scenes or food exposure scenes. Nevertheless the ¡°cake¡± (frame 9) gets a as high an emotional activation as the people. ? The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the Ad. Result: EYE TRACKING METRICS - Bee Swarm - Rubber Bands per frame ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 3/4
Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark EYE TRACKING ANALYSIS - Rubber Bands Analysis: Branding & Attention Total viewers: Product feature and seen more than 75% Males Females Product feature and not seen between 50% & 75% Product not feature between 25% & 50% ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 4/4

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iMotions - Attention Tool Eye Tracking Software - Case Study Cadbury TVAd

  • 1. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Background / Objectives: The client wanted to evaluate the TV Ad of the new advertisement campaign for it¡¯s V6 - Dual Action brand. They wanted to know which scenes to keep in a 15 second edition of a 30 sec. commercial. NOTE: This methodology can be used as post-production optimization of all moving images formats. Methodology: ? Attention Tool? + Questionnaire ? Target segment: 120 people (Males 50% / Females 50%) / Age: ¡°Young¡± & ¡°Old¡± ? 2 Cells: (A/B) 60 people each (30 M / 30 F). ? Cell A was shown a representative frame of each scene of the TV Ad to be measured with EMOTION METRICS - Emotional Activation to know the emotional activation curve of the TV Ad. ? Cell B was shown the 30 second TV Ad to be measured with EYE TRACKING METRICS - Bee Swarm - Rubber Bands to know the branding and communication messaging characteristics of the TV Ad. ? Cell B was asked a brief questionnaire about Recall, Likes / Dislikes, etc... EMOTION METRICS EYE TRACKING METRICS Cell A Cell B Emotional Activation Bee Swarm + Rubber Bands Representative frame of each scene 30 second TV Ad + ? Cell A: 60 people each (30 M / 30 F) / Young & Old Cell A: 60 people each (30 M / 30 F) / Young & Old ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 1/4
  • 2. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark Results: 1. Emotional Activation Curve. (Emotional Activation Analysis) This graph states the Arousal level each scene produces with the consumer. Arousal 9 Males Females 8 7 6 5 4 3 2 1 2. Branding (Bee Swarm + Rubber Bands Analysis) This analysis reveals if the product (V6) is seen or not seen when featured in each scene. - - - - - Product feature and seen Product feature and not seen Product not feature 3. Attention: Percentage of total viewers (To see the attention areas refer to page 3 & 4) This graph reveals the percentage of focused attention in each scene. Total viewers NOTE: EYE TRACKING METRIC results were almost identical in both segments. Males Females 75% 50% 25% ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 2/4
  • 3. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark 4. Answers to the Questionnaire: Which brand was shown in the Ad? Young segment: 39 % Stimorol & 58% V6 / Old segment: 19% Stimorol & 73% V6 Conclusions / Learnings ? The Ad movie works well emotionally but it does not achieve to expose the product / brand properly and benefit from the ¡°high¡± emotional activation. This is also confirmed by the low recall rate specially with the ¡°Young¡± segment. ? Use the woman¡¯s ability to create emotional activation to grab attention while placing the message as she generates considerable more emotional activation than the man. ? Capitalize when the product is in touch or on top of the main characters (man & woman) as it is only then when the product get exposure, otherwise it is not seen. ? The people and their faces get the attention of the respondent, not the rest, including the ¡°flying bubbles¡±. ? The ¡°flying bubbles¡± are basically not seen throughout the Ad. They distribute the attention of the respondent preventing the attention on the main messages. ? The scenes with people generates more emotional activation than the situational scenes or food exposure scenes. Nevertheless the ¡°cake¡± (frame 9) gets a as high an emotional activation as the people. ? The shot of the inside of the chewing gum (frame 3) gets the lowest Emotional Involvement of all the Ad. Result: EYE TRACKING METRICS - Bee Swarm - Rubber Bands per frame ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 3/4
  • 4. Agency: iMotions - Enabling Services Date: April - June 2009 Client: Cadbury Place: Denmark EYE TRACKING ANALYSIS - Rubber Bands Analysis: Branding & Attention Total viewers: Product feature and seen more than 75% Males Females Product feature and not seen between 50% & 75% Product not feature between 25% & 50% ? iMotions - Emotion Technology A/S . Denmark, India, USA . www.imotionsglobal.com CONFIDENTIAL. Copyright: Cadbury Stimorol A/S. Redistribution is not permitted without written permission from iMotions. 4/4