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Data collection: zapping and (lack of) attention

Attention Dispersion (see Fig 1. p. 765). Data collection: zapping and (lack of) attention. Eye−tracking.  A ttention distraction can be captured by on-screen dispersion using eye-tracking technology. What are the major causes of ad avoidance?. 0 25 50 75%.

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Data collection: zapping and (lack of) attention

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  1. Attention Dispersion (see Fig 1. p. 765) Data collection: zapping and (lack of) attention Eye−tracking  Attention distraction can be captured by on-screen dispersion using eye-tracking technology.

  2. What are the major causes of ad avoidance? 0 25 50 75% Focal attention dispersion (IAD) Brand placement Scene features (see Table 3, p. 791)  Moment-by-moment IAD and brand image placement are the two biggest explainers of TV commercial zapping.

  3. Presence and location (but not size) of brand matters most  Presence and temporal location (but not size) of brand images affect TV commercial zapping. The magnitude of the effect depends on the location of the brand in the ad.

  4. Why brand pulsing works % viewers Ad with 5 brand pulses Ad with single brand 100 Gain in viewers with a pulsing strategy Ad time 30 sec. % of retained viewers (non-zappers) with single brand exposure % of retained viewers (non-zappers) with multiple brand exposure  Brand pulsing reduces TV commercial zapping because the rate of viewer abandonment for shorter brands is less.

  5. Examples of ads with brand pulsing Coca-cola Happiness Factory http://www.youtube.com/watch?v=dC_twLW4hPc Macy’s 150th Anniversary http://www.youtube.com/watch?v=s0wwwXKm30U  Successful brands have just recently begun to adopt brand pulsing in their ads.

  6. General findings • Lack of focal attention concentration on-screen in directly related to TV commercial zapping. • Presence and temporal location of the brand image (logo, trademark or pack shot) is systematically related to ad skipping/zapping. • Pulsing – the frequent but brief exposure of the brand throughout the ad – can reduce the detrimental impact of having to present brand images in ads.

  7. Appendix slide: Parameter effects

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