EyeSee and Twitter Study on Holiday Campaigns Featured in ESOMAR’s Research World

EyeSee_Twitter_Research World

Just in time for the upcoming holiday season, the latest issue of Research World, the leading global magazine on data, research and insights industry, features EyeSee and Twitter study on best practices for social media holiday campaigns. The two companies joined forces to identify effective attributes of holiday ads and offer insights that help marketers generate longer dwell times and elicit positive emotions along with increased recall, product awareness, message association, and purchase intent.

Twitter and EyeSee Research conducted a large-scale eye tracking and facial coding study that included 35 Twitter holiday ads of major brands and more than 1,200 respondents. The impact of emotional content was tested, such as ads pointing out joy of giving/receiving or family warmth during the holiday season. Features often present in online ads – such as free shipping and holiday deals – were examined as well, along with certain elements of creative solutions: presentation of product, brand logo or humans in the ad and holiday hashtags in the Tweet copy.

The study includes the following findings:
Purchase consideration is 27% higher for ads focusing on gift giving rather than family atmosphere;
• Featuring logos in holiday ads leads to 133% higher brand recall;
• Attention and brand connection is 10% higher for ads highlighting the product;

You can find more details of the research in the October issue of Research World, as well as on our blog.

Research World is the leading global magazine, exploring the latest trends, innovations and showcasing practical case histories from the world of the data, research and insights industry and beyond. Circulated in more than 130 countries and read by 35,000+ professionals, Research World magazine informs and guides researchers – helping the industry stay ahead of the latest developments in tools, technology and business applications.