Print advert testing

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Which ad will maximize the ROI of the campaign?

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Advert A Advert B

Maximize advert communication potential

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• Does the advert stand out from the clutter? • How quickly is the advert seen?• How much interest does the advert evoke?• Is the brand noticed?• Is the main message noticed?• Is the product noticed?

• Which design is overall more appealing to consumers? • Which design reports the highest purchase intent? • Is the advert credible, clear, innovative, in line with the brand,…?

Maximize visibility and engagement of adverts

• Increased visibility and engagement results in higher message delivery.

• Increased message delivery results in increased marketing effectiveness.

• Increased marketing effectiveness increases sales.

Eye Tracking

Quant Survey

Impact

Why Eye Tracking, why EyeSee

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Eye tracking: what you do not see, you do not buy

Consumers are overwhelmed with visual stimuli each day. Their (purchase) behavior is influenced by advertising, without recalling what they have seen.

Eye tracking is a unique research method to evaluate how consumers perceive communication messages by measuring what they are actually looking at. It tracks people’s eyes to know what they have seen (not!) without relying on recall or post rationalization.

EyeSee: experience + unique technology = actionable insights

Experience

Unique technology

Actionable insights

EyeSee is working for marketing and market research directors of leading e-commerce, FMCG, healthcare companies in our target countries and our team consists of former consultants of big MR firms.

We have a unique technology for tracking people’s eyes and facial expressions with their laptop and webcams at home, resulting in fast and cost effective insights.

EyeSee is revolutionizing the market research industry. We focus on actionable insights and improve marketing communication impact.

Acts (e.g. buy)

Intends to act

Likes proposition

Holds Attention

Attracts Attention Eye TrackingInsights

Qualitative insights

Post testing

Online Eye Tracking:Fast, scalable and cost effective

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Step 1: Upload stimuli

Step 2:Recruiting respondents

Step 3:Testing remotely

Step 4:Analysis and reporting

We upload your stimuli and program the test

Respondents are recruited to complete a survey with their own mobile device

The stimuli is exposed while screen/voice/face is recorded. A survey is filled

out in the end

Output is a reportwith detailed findings and

recommendations

EyeSee’s 3 steps to optimize advert design

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Advert stopping power test

Advert message communication test

Communication & preferences ACTIONABLE INSIGHTS

1. Eye tracking in an environmentIdentify objectively effectiveness of the design in attracting and keeping consumers’ attention in a competitive context:Does the advert stand out from the clutter? How much attention does the product get?How fast does the advert attract the attention?

2. Stand alone advert exposureIdentify design elements which attract attention first and most as well as ‘blind’ elements :Is the product visible?Is the brand visible? Is the main message visible?

3. Survey questions module Collecting respondents’ opinion and probing memory on a number of dimensions:Recall: brand and messagePurchase intentOverall likability, uniqueness, effect on brand image etc.

Recommendations Increased visibility and engagement results in higher message delivery.Increased message delivery results in increased marketing effectiveness.Increased marketing effectiveness increases sales.

1 2 3

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Example report

Researchobjectives

Maximize visibility of advert and stopping power Maximize brand visibility Maximize message visibility

Research objectives, method and sample specifications

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Method1. Omnibus with different exercises, composed out of browsing through

websites and mails, watching ads, etc.2. CAWI with EyeSee proprietary webcam eye tracking tech3. Respondents fill out a brief survey (without previous notice)

Sample specifications

• 50+ respondents for eye tracking and 100 for questionnaire• 50% male/female split• Age: 24y-35y• For CAWI – recruited at home

Testing process

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Stimuli is eye tracked on full screen for 7

seconds

Stimuli is embedded in a magazine

Short survey at the end of interview

Rotation patterns for different respondents were applied.

Advert 1 Advert 2

Stimuli is eye tracked on full screen for 7

seconds

Stimuli is embedded in a magazine

Short survey at the end of interview

Main findings

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Surv

eyRe

com

men

datio

nsFi

ndin

gs E

ye T

rack

ing Magazine context:

Advert 1 is more visible (85% vs 70% visibility) and holds attention 35% longer!

Adverts shown on the full screen:Key images are the focal points in both adverts. In the advert 1 person is placed closer to the brand, consequently, the brand is significantly more (+145%) noticed in the advert 1. Slightly more people noticed the main message in the advert 1.

• Advert 1 design performers better. It is advised to launch it. The advert communicates all important aspects, creates higher interest and is perceived in a more positive way. • Potential improvements include replacing single person in the Advert 1 with the couple from the Advert 2 or using a different style of clothing.

Survey results:It is easier to recall Advert 1 and the brand in this ad. It also communicates the message more clear and evokes more interest for costumers. On the other hand, Advert 2 is preferred, with better overall opinion and more likeable couple on the poster.

Design 1 generally scores better

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Advert 1 Advert 2

76% 71%Message delivery: how many customers notice the message?

59% 24%Brand building: how many customers noticed the Brand?

82% 95%Key image: does the image attract enough attention to ad?

2,4s 2.9sAd attraction: how fast does the ad attract the attention?

85% 70%Ad visibility: how many people notice the ad?

2,5s 1,6sAd Engagement: how long do customers look at the ad?

+30% +12%Ad recall: which Eurostar ads do you remember seeing?

52% 52%Clear: Was the advert clear? (score 4-5)

46% 54%Likeability: Which ad do customers prefer?

55% 45%Purchase intent: How likely are you to search for additional information or buy the product?

Eye

Tack

ing

Insi

ghts

Surv

ey

Advert 1

Advert 2

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Ad visibility

Advert 1 caught attention of 21% more people

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The difference in visibility of ads is significant – 85% of viewers noticed the ad 1, while 70% noticed the ad 2. Furthermore, advert 2 was spotted faster and observed 35% longer on average!

% Seen 1st Seen Av. TimeAdvert 1 85% 2.4 2.5Advert 2 70% 2.9 1.6

Ad 1 Ad 2

Advert 1 Advert 2

145% more people looked at the brand in the Ad 1

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Ad 1 Ad 2 Ad 1 vs. Ad 2

1. Brand Visibility 59,0% 24,0% +145%

2. Key Image Visibility 82,0% 95,0% -14%

3. Message Visibility 76,0% 71,0% +7%

Key images are the focal points in both adverts. In the advert 1 person is placed closer to the brand, consequently, the brand is significantly more (+145%) noticed in the advert 1. Slightly more people noticed the main message in the advert 1.

1

3

2

3 se

cond

s

1

23

Advert 1 Advert 2

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Consumers’ evaluation

Advert 1 is recalled significantly better

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Q: Which ads do you recall seeing?

* - growth rate compared to benchmark

Q: Apart from trying to sell you the product, what was the main message of this ad? (open ended)

Poster main message: The product is…

Both ads are recalled more than average, but the advert 1 scored significantly better. The image is less complex and it is more obvious that it was taken in London. About 68% (39%+29%) recalled London in the advert 1 and 50% (30% +20% in the advert 2. Also, 20% more recalled the message that Eurostar is not expensive in the advert 1 (30%) than in the advert 2 (25%). This is because of the better visibility in the advert 1. The price could be indicated more clearly.

30% *

12% *

Ad 1 is recalled significantly better

39%

30%

29%

26%

30%

25%

20%

25%

0% 10% 20% 30% 40% 50%

Visit London

Eurostar is not expensive

London at low cost

Travel more

Advert 1

Advert 2

In direct comparison, Ad 2 is preferred

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Advert 2 is preferable to the Advert 1 and has a stronger impact on respondents’ general opinion. On following slides, it is clear that respondents more like advert 2 because of the ‘couple’ compared to a single person in the ad 1. Other respondents favour the background on the advert 1 as it clearly symbolizes London. Consider to change the person in the advert 1 to increase likeability.

54%46%

Q: What is your overall opinion of this ad?(1 - I don’t like it at all, 5 – I like it very much)

Advert 2 has a stronger impact on respondents’ opinion.Advert 2 is preferred

10%

9%

23%

26%

30%

25%

22%

25%

15%

15%

0% 20% 40% 60% 80% 100%

Ad 1

Ad 2

1 2 3 4 5

Q: Please click on the AD you find more attractive.

Both ads arouse initial curiosity to respondents

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It is very interesting that both ads evoke interest in searching for additional information about the brand. Around a half of tested respondents will seek for extra information about the product.However, the advert 1 is performing better than the advert 2. It is highly likely that the clear view on the popular attraction in London has a higher impact on behaviour, although the advert is generally less liked.

Q: How likely are you to search for additional information or buy the product? (1. Not likely at all, 5. Very likely)

15%

10%

10%

15%

20%

30%

30%

25%

25%

20%

0% 20% 40% 60% 80% 100%

Ad 1

Ad 2

1 2 3 4 5

The chance to search for additional info is higher in advert 1 than in advert 2

Advert 1 has more likable background, while the couple is preferred to a single person

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Q: Please click on all the elements/parts of the ad you like?

More positive clicks Less positive clicks

“Advert 1” –The poster background has the major positive impact on respondents’ opinion. The lady, on the other hand, has the least number of positive clicks.“Advert 2” – Most of positive clicks are gained by the couple in the middle, while the entire background has notably less number of positive clicks. Generally, respondents had positive opinion about the main messages in both posters.

Advert 1 Advert 2

Key metrics

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Q. Was the advert clear?

Q. How relevant was the advert to you?

Q. Did it change the way you feel about the brand?

Q. Were the claims in the advert believable?

Q. Did it make you more or less likely to take action (purchase, change behavior etc)? 10%

15%

7%10%

2%2%

10%16%

8%8%

15%10%

15%10%

8%6%

14%20%

10%8%

30%20%

48%54%

30%28%

30%30%

30%32%

25%30%

22%20%

24%30%

34%26%

32%30%

20%25%

8%6%

36%34%

12%8%

20%22%

0% 20% 40% 60% 80% 100%

Ad 1Ad 2

Ad 1Ad 2

Ad 1Ad 2

Ad 1Ad 2

Ad 1Ad 2

Key attributes for both ads are “London” and “Nostalgic”

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35%

55%64%

75%

City tripcheapNostalgicLondon

27%30%

60%

73%

City tripCheapLondonNostalgic

“London” and “Nostalgic” are two words associated with both ads by 60%-75% of people. Ad 1 emphasises the word “London” whereas the advert 2 stresses the word “Nostalgic”.Advert 1 is percived as “cheap”. On the other hand, respondents have impresion that the Advert 2 better promotes “city trip”.

Sample

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Q: How often do you travel?

35%

30%

20%

15%

1 timesper year

2-3 timesper year

+3 timesper year

Never

50%50%

Gender

WomanMan

40%40%

20%

AgeAge 15-24

Age 25-49

Age 50-65

33%

33%

33%

RegionFlanders

Wallonia

Netherlands

Maximize marketing impact with EyeSeeIt’s fast, affordable and easy!

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Olivier Tilleuil+32 477 41 52 90

olivier.tilleuil@eyesee-research.com