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NEUROTION: Video Advertising Implicit effects of digital video advertising

Study objective KEY QUESTIONS OF THE STUDY

Compared to single screen exposure to digital video advertising, what effects does multi-screen exposure have on the users in terms of implicit and explicit factors? Are videos perceived in a different way on mobile devices compared to “Online Only”?

Will the brand preference change after two video ad exposures?

Are there any differences in the level of attention with multi-screen exposure?

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NEUROTION: Video Advertising | BurdaForward

Study Design NEURORESEARCH METHODS

Together with Think Tank Media Management of Hamburg Media School, BurdaForward invited 47 test persons to the jointly established Neuro Competence Center.

Data on the implicit and explicit advertising effect of a video advertising campaign on FOCUS Online Gesundheit (Health) was collected during a 20-minute experiment by means of eye tracking, EEG measurements and a survey. None of the test persons knew that this experiment was about advertising.

During the experiment the test persons were exposed twice to a pre-roll of the brand youfit. This pre-roll was 23 seconds long and was shown before an editorial video.

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NEUROTION: Video Advertising | BurdaForward

Advertisement - PreRoll

Link to the Video: http://download.tomorrow-focus-media.de/youfit_23sek.mp4

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NEUROTION: Video Advertising | BurdaForward

Group overview and methods Online (n=17) Online Only

Exposure 1

Exposure 2

Methods Eye tracking: dwelling time and dilation of the pupil EEG: frustration (emotive scale) IAT: implicit brand preference Survey: explicit data

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NEUROTION: Video Advertising | BurdaForward

Mobile (n=16) Mobile Only

Multi Screen (n=14) Online und Mobile

Engagement

Engagement: Pre-Roll

% Change in dilationb of the pupil

14

Group mean from exposure 1 & 2

12 10 8 6 4

Mean Online Only Mean Mobile Only Mean Multi Screen

2 0 -2 -4 -6

0,0 1,0 1,0 2,0 2,0 2,2 3,0 3,0 4,0 4,0 4,3 5,0 5,0 6,0 6,0 6,5 7,0 7,1 8,0 8,0 9,0 9,0 9,3 10,0 10,0 11,0 11,0 11,7 12,0 12,2 13,0 13,0 14,0 14,0 14,9 15,0 15,2 16,0 16,0 17,0 17,0 17,5 18,0 18,0 19,0 19,0 20,0 20,0 20,5 21,0 21,0 22,0 22,0 22,8

-8

Seconds

Overall, mobile exposure mostly has the strongest effect in terms of activation, while the Multi-Screen group also partly shows a high level of engagement. The Online Only group temporarily shows a stronger decline. Online Only N= 17; Mobile Only N=14; Multi-Screen N=14

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Level of frustration at first exposure to pre-roll

0,7

Level of frustration*

0,6 0,5

Online Only

0,4

Mobile Only

0,3

Multiscreen 0,2 0,1

0,0 0,4 0,8 1,2 1,6 1,9 2,3 2,7 3,1 3,5 3,9 4,3 4,6 5,0 5,4 5,8 6,2 6,6 7,0 7,4 7,8 8,2 8,6 9,0 9,4 9,8 10,1 10,5 10,9 11,3 11,7 12,1 12,5 12,9 13,3 13,7 14,1 14,4 14,8 15,2 15,6 16,0 16,4 16,8 17,2 17,6 18,0 18,3 18,7 19,1 19,5 19,9 20,3 20,7 21,1 21,5 21,8 22,2 22,6 23,0

0

Seconds

Mobile charts a relatively stable course at first exposure. With the Multi-Screen group the level of frustration is even decreasing in the middle of the video spot (branded content part).

Online Only N= 17; Mobile Only N=14; Multi-Screen N=14, *Level of frustration (emotive scale from 0 to 1)

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NEUROTION: Video Advertising | BurdaForward

Level of frustration at second exposure to pre-roll

0,7

Level of frustration*

0,6 0,5

Online Only

0,4

Mobile Only

0,3

Multiscreen 0,2

0,1

0,0 0,4 0,8 1,2 1,6 1,9 2,3 2,7 3,1 3,5 3,9 4,3 4,6 5,0 5,4 5,8 6,2 6,6 7,0 7,4 7,8 8,2 8,6 9,0 9,4 9,7 10,1 10,5 10,9 11,3 11,7 12,1 12,5 12,9 13,3 13,7 14,0 14,4 14,8 15,2 15,6 16,0 16,4 16,8 17,1 17,5 17,9 18,3 18,7 19,1 19,5 19,9 20,3 20,7 21,1 21,4 21,8 22,2 22,6 23,0

0

Seconds

At second exposure, the Multi-Screen group shows a declining trend until the end of the video, whereas the level of frustration increases in the Online Only group while watching the video ad.

Online Only N= 17; Mobile Only N=14; Multi-Screen N=14, *Level of frustration (emotive scale from 0 to 1)

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Visual Activation

Total average dwelling time To assess the dwelling time an “area of interest” was set up around the video advertising spot to analyse how long the participants looked at this area of the video.

Average dwelling time (milliseconds)

24.000 20.000

19.307

18.949

Mobile Only

Multiscreen

17.240 16.000 12.000 8.000 4.000 0

Online Only

On average, the pre-roll was watched for 18.5 seconds. The dwelling time is longer in both the Mobile Only and the Multi-Screen group than in the Online Only group.

Online Only N= 17; Mobile Only N=14; Multi-Screen N=14; The graph shows the dwelling time in the AOI (area of interest), not the abort rate.

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Dwelling time after ad exposure 1 & 2 First exposure to pre-roll Average dwelling time (milliseconds)

Second exposure to pre-roll Average dwelling time (milliseconds)

24.000

24.000

20.068 20.000

18.720

18.545

18.549

20.000

16.000

16.000

12.000

12.000

8.000

8.000

4.000

4.000

19.349

15.760

0

0

Online Only

Mobile Only

Multiscreen

Online Only

Mobile Only

Multiscreen

At second exposure to the pre-roll the dwelling time is significantly longer in the Mobile Only and MultiScreen group than in the Online Only group.

Online Only N= 17; Mobile Only N=14; Multi-Screen N=14

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Dwelling time: ad exposure 1 & 2 with logo at the start First exposure (milliseconds)

Second exposure (milliseconds)

2.000

2.000 1.800

1.773,7

1.800

1.600

1.419,5

1.400

1.400 1.200

1.551,0

1.600 1.295,6

1.200

1.069,2

1.000

1.000

800

800

600

600

400

400

200

200

590,7

0

0

Online Only

Mobile Only

Multiscreen

Online Only

Mobile Only

Multiscreen

The Online Only and Multi-Screen groups swap top ranks at first and second exposure to the pre-roll. At second exposure to the video ad changing to the other device results in a slight increase of dwelling time in the Multi-Screen group. Online Only N= 17; Mobile Only N=14; Multi-Screen N=14

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Dwelling time: ad exposure 1 & 2 with logo at the end First exposure (milliseconds)

Second exposure (milliseconds)

800

737,6

704,5 700

700 600,0

600

600 500

800

500

442,9

400

400

300

300

200

200

100

100

449,4 357,1

0

0

Online Only

Mobile Only

Multiscreen

Online Only

Mobile Only

Multiscreen

The logo shown at the end of the pre-roll receives the most amount of attention in the Multi-Screen group. Even at second exposure the dwelling time decreases only to a minimal extent.

Online Only N= 17; Mobile Only N=14; Multi-Screen N=14

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Dwelling time: “Call to Action” ad exposure 1 & 2 First exposure (milliseconds)

Second exposure (milliseconds)

1.200

1.200 1.065,8 940,5

1.000

1.056,9 1.000

803,2 800

800

600

600

400

400

200

200

618,5

627,0

Online Only

Mobile Only

0

0

Online Only

Mobile Only

Multiscreen

Multiscreen

The “Call to Action” element was watched longer in the Multi-Screen group both at first and second exposure. Noticing the “Call to Action” element may positively affect the activation and thus the buying decision. Online Only N= 17; Mobile Only N=14; Multi-Screen N=14

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Brand Image

Brand Evaluation … good TOP 3 in %

… would like to try it TOP 3 in %

40,0

40,0

35,0

35,0

30,0

27,3

27,3

25,0

25,0 20,0

30,0

18,3

15,0

18,8

20,0 15,0

12,5

10,0

10,0

5,0

5,0

12,5

0,0

0,0

Online Only

Mobile Only

Multiscreen

Online Only

Mobile Only

Multiscreen

Multi-screen exposure results in a stronger tendency to like the brand youfit and to be willing to try it out.

Online Only N= 13; Mobile Only N=16; Multi-Screen N=11; scale 1-7: 1 = strongly disagree; 7 = strongly agree

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Brand Trust … is interested in me being satisfied with it TOP 3 in %

40,0

… promising TOP 3 in %

36,4

35,0

35,0

30,0

30,0 25,0

27,3

25,0

25,0 20,0

40,0

18,8

20,0

15,0

15,0

10,0

10,0

5,0

5,0

18,8 12,5

0,0

0,0

Online Only

Mobile Only

Multiscreen

Online Only

Mobile Only

Multiscreen

In terms of how promising the brand seems, the multi-screen users give better ratings than the other groups, particularly with regard to youfit being interested in the user’s satisfaction.

Online Only N= 11; Mobile Only N=14; Multi-Screen N=9; scale 1-7: 1 = strongly disagree; 7 = strongly agree

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IAT results – implicit brand preference

MOBILE (0,08)

+2

0

-2 ONLINE ONLY (-0,03)

MULTISCREEN (-0,02)

All participants show a tendency towards youfit. However, the Mobile Only group shows the strongest preference. Note concerning IAT score: Negative results reflect a tendency towards the brand youfit. N= 48, control group (n=11), test group 1 (n=13), test group 2 (n=12), test group 3 (n=12); scaled from +2 (fitmio) to -2 (youfit); Multi-Screen -0.02; Online Only -0.03; Mobile Only -0.08

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Video Ad Assessment

Acceptance of spot length “What did you think about the length of the video advertising spot?” figures in %

Online Only

70

Mobile Only

Multiscreen

Total

62,5 60

56,3

53,5

50 40

43,8

45,5 41,9

37,5

36,4

30 18,2

20 10

4,7 0,0

0,0

0

Too long

Too short

Just right

Out of all groups the Multi-Screen group gives the best ratings in terms of the length of the spot and even would like the spot to be longer. Online Only N= 16; Mobile Only N=16; Multi-Screen N=11

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Video ad assessment “To what extent do you agree with the following statements about the advertisement shown?” Top 3, figures in %

52,9 31,3

The video advertising spot was conspicious.

42,9

29,4

The video advertising spot didn't annoy me.

43,8 50,0

Online Only

Mobile Only

Multiscreen

The participants think that the pre-roll is conspicuous, yet didn’t find it annoying. The Multi-Screen group thought the pre-roll to be least annoying – but noticed it nevertheless.

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14

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Video ad assessment “To what extent do you agree with the following statements about the advertisement shown?” Top 3, figures in %

11,8

I liked the video advertising spot that was shown.

6,3 21,4

11,8

I think the video advertsing spot was creative.

6,3 14,3

11,8

The video advertising spot was interesting.

18,8 21,4

Online Only

Mobile Only

Multiscreen

Giving the highest ratings, especially the multi-screen users liked the video spot and thought it was creative and interesting.

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14

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Study conclusion

Results of the NEUROTION video study

#1 #2 #3 #4 #5 Seite 25

Mobile boosts engagement: Exposure to the pre-roll on a smartphone triggers a relatively high level of engagement and the advertising spot evokes the user’s attention at a constant level. This effect also positively resonates with the Multi-Screen group. Compared to the Online Only group, both groups show better results in terms of visual activation.

Multi-screen exposure makes for a good change: The level of frustration in the Multi-Screen group decreases at second ad exposure. Due to watching the spot on different screens, the second exposure to the ad is perceived as more pleasant. Multi-screen exposure arouses the interest of the users: Compared to the Online Only and Mobile Only groups, consuming the ad on multiple screens leads to a much higher level of attention at second ad exposure: With the “Call to Action” element, i.e. activation to try the offer, visual attention is at the highest level in the Multi-Screen group. Moreover, the Multi-Screen group also has the longest dwelling time when looking at the two youfit logo elements at the start and the end of the video spot. Pre-rolls on mobile devices are accepted – online pre-rolls are more conspicuous: Therefore, a mix of online and mobile creates a positive balance between “conspicuous” and “not annoying” in the Multi-Screen group.

Video advertising strengthens the brand image: The brand youfit is rated positively by the users, especially by the multi-screen users. Mobile demonstrates its strength when it comes to implicit brand preference.

NEUROTION: Video Advertising | BurdaForward

Appendix

Sociodemographics Gender Figures in %

Age

 Age between 20 and 66 years  Median age:

78,0 68,0

65,0

63,0

 Online Only: ø 38 years  Mobile Only: ø 37 years

37,0

37,0 32,0

 Multi-Screen: ø 38 years

22,0

Total

Online Only Men

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14

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Mobile Only Women

Multiscreen

Big Five and frequency of media usage Big Five analysis of the groups

Frequency of media usage

7 7 6 6 5,5 5,4

5

5,2

4,9 4,9

5,4 5,3

5,2

5,5 5,5

5,0

4

4,2 3,8

5

4,7

4,7

4

3,8

3

3

2

2

1

1

0

0

Online Only

Mobile Only

Neuroticism Openness Conscientiousness

Multiscreen

Extraversion Agreeableness

NEUROTION: Video Advertising | BurdaForward

4,6 4,5

4,3

3,6 2,5 2,1

Online Only

Desktop PC

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14; scale 1-7: 1 = strongly disagree; 7 = strongly agree

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4,5

1,8 1,7

1,9 2,0

Mobile Only

Smartphone

Multiscreen

Tablet

Magazine

Media involvement and advertising engagement Advertising engagement – I usually notice video ads on these media

Media involvement - These media are important to me personally

7

7

6

6 5,9

5,7

5,5

5

5,5

5,7

5

6,1 5,4

5,4

4,9

4

4,5

4,3

4,1 4,0

3,6

3

4

2

2

1

1

0

0

Desktop PC

Mobile Only

Smartphone

Multiscreen

4,0

3,9

Tablet

Online Only

Magazine

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14; scale 1-7: 1 = strongly disagree; 7 = strongly agree

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4,2 3,7

3

3,1

Online Only

4,2 3,9

NEUROTION: Video Advertising | BurdaForward

Mobile Only

Desktop PC

Smartphone

Multiscreen

Tablet

Advertising engagement Advertising engagement – Advertisements that I notice on those media inspire me to make a purchase

7 6 5 3,8

4 3

3,4 2,9

3,1

2,9

2,6

2,4

2,2 2

1,6

1 0

Online Only

Mobile Only Desktop PC

Smartphone

Online Only N= 17; Mobile Only N=16; Multi-Screen N=14; scale 1-7: 1 = strongly disagree; 7 = strongly agree

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Multiscreen Tablet

Course of the study 1. Website

2. Pre-Roll

The FOCUS Online website is being displayed and the test persons are gaining an overview of the category “Gesundheit” [Health] (approx. 1 minute).

The test persons are asked to watch the editorial video. None of the participants know that the experiment is about advertising. When clicking on the video, the youfit pre-roll is being shown.

3. Editorial Video

After watching the spot the test persons will watch the editorial video and then continue browsing the web page (approx. 1 minute).

Repetition of step 2 and 3 Multi-Screen group: changing devices Seite 31

NEUROTION: Video Advertising | BurdaForward

4. IAT

After that, all test persons have to do an implicit association test on the PC.

5. Survey

Finally, all test persons are asked to complete a 5-minute onsite questionnaire advertising & brand measurement.

Editorial videos No more sticky fingers Simple and nice: How to cut a mango

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NEUROTION: Video Advertising | BurdaForward

Not all drugs have the same effect Painkiller guide: These drugs help with headaches, inflammation or fever

Your contact

33

SONJA KNAB

SMARANDA DANCU

Director Research & Marketing

Senior Research Manager

Tel.: (+49) 089/92 50-12 69

Tel.: (+49) 089/92 50-29 76

[email protected]

[email protected]

BurdaForward GmbH

BurdaForward GmbH

NEUROTION: Video Advertising | BurdaForward

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