In advertising, it is critical to engage the viewer at the point of brand or product reveal. Eye tracking provides a unique look at when the consumer sees a brand logo or product within a commercial. At the same time, facial coding and emotion analytics provides an unparalled look at the viewer’s emotional reaction to that content. Together, the two approaches combine important measures of consumer attention with moment-by-moment clarity of the consumer’s emotional reaction, including during critical points of brand and product placement.
Marketers can fully optimize the viewing experience when they can evaluate where consumers look and the degree of emotion in that view. In general, product and brand attention at the highest peaks of emotional engagement deliver the best results (Teixeira, et al. 2010, 2014). Combined measurement of viewership and emotion pinpoints where creative is poised for that success and where brand placement may need to be reconsidered/better positioned.
P&G and J&J ads – How viewers feel about what they see?
In a recent study, Affectiva and EyeSee joined emotion analytics (Affectiva) with eye tracking technologies (EyeSee) in an attempt to understand emotional relation at moments of brand reveal and product placement. Several ads from leading advertisers were available on YouTube and were selected for review. In particular, Procter & Gamble and Johnson & Johnson corporate ads were well suited for this analysis as they offered numerous product and brand placements within a single spot. From there, a comparative analysis of Procter & Gamble (https://www.youtube.com/watch?v=VmyMbkmBYTg) and Johnson & Johnson (https://www.youtube.com/watch?v=zD4eCU1kASI) was performed, evaluating brand and product visibility alongside the consumer’s emotional ad journey.
While both ads were positively engaging, brand and product placement was not always present during the highest peaks of that engagement. Longer presence on the screen — and brand appearances in scenes with higher emotional valence — can significantly increase overall visibility and positive emotional identification with the brand.
As seen in Figure 1, Pantene, Head and Shoulders and Iams have quite good brand visibility, but they appear in parts of the ad which have either low overall emotional engagement or even negative emotional valence. Pampers, on the other hand, is placed in a part of the ad which is positively emotionally engaging, but its visibility is not perfect. Other brands in the ad are both low on visibility and appear in the parts with low or negative emotional valence. Looking solely at the emotional journey of this ad, one can notice several positive emotional peaks – areas with high emotional engagement. By placing the brand in those exact areas, brand visibility and overall impact of the ad could be significantly boosted.
As seen in figure 2, the emotional journey of the Johnson & Johnson ad is predominantly positive in valence. However, brand visibility is quite low, especially in the first two brand appearances. Although the brand is perfectly visible in the closing scene, higher brand presence throughout the ad, especially in the areas of positive emotional peaks, could improve its overall impact.
The benefits of combining emotion analytics and eye tracking in commercial evaluations
Of course, certain ads are more focused on creating positive emotional association with a brand while others are more focused on product and message communication. Those objectives may establish what measurement – be it eye tracking or emotion analytics – serve as the primary base for understanding ad performance. That said, a combination of these advanced techniques provides the most optimal critical view, regardless of objective. The combination serves to optimize the communication in order to bring the most out of it – by placing the brand in the spot of high engagement, it will be both more visible, more memorable and positively associated, all of which leads to increase in sales.
EyeSee is a cutting edge market research company that maximizes the effect of marketing communications with online eye tracking and facial coding. EyeSee has developed an innovative, online, webcam-based eye tracking platform to track people’s eyes with their laptop and webcam at home. This innovative approach is faster (a few days), scalable (N and global) and more cost-effective (2-3 times) than conventional solutions which use specific hardware and software on a central location. Find out more at www.eyesee-research.com.
Affectiva enriches digital experiences with an emotion layer. The leader in consumer emotion insights on a global scale, Affectiva delivers cost-effective, scalable emotion analytics to Fortune 500 companies, market research agencies, creative agencies and entertainment and media publishers. Based on the world’s largest emotion metrics database, its flagship product Affdex has become the standard for real-world accuracy and relevance in consumer insights. Find out more at www.affectiva.com.
- Teixeira, T., El Kaliouby, R., & Picard, R. W. (2014). Why, when and how much to entertain consumers in advertisements? A web-based facial tracking field study. Marketing Science.
- Teixeira, T., Wedel, M., & Pieters, R. (2010). Emotion-induced engagement in internet video ads. Journal of Marketing Research(ja), 1–51.