Eye Tracking for TV CommercialMethodology overview & case study

04/15/2023 1EyeSee

March 2015

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Case TV Commercial

The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.

Problem

EyeSee evaluated the 2 TV Commercials with online eye tracking and questionnaire: Eye Tracking: respondents were exposed to TV Commercials and their eyes were tracked. Questionnaire: after the eye tracking session, they filled out a survey (likeability, association attitudes, purchase…).

Proposed solution

Main findings & ROIThe second TV Commercial in general performed better. It has higher brand visibility (+17% on average) and attention (27% longer). However, the tag on needs to be improved - especially a low website visibility. The website is important as shoppers can buy more variations online than at the retailers. 79% more people associate the 2nd TVC with greater and more exotic flavor variety and 11% more would consider to buy it.

Brand visibility

+17%Website visibility

-40%Brand attention

+27%% noticed the brand per scene % that noticed the key benefitsaverage time spent looking to brand

Variety association

+79%% that mentioned variety in recall

Stated preference

+17%% that prefers TVC in direct comparison

Table of contents

1. About EyeSee1. EyeSee: Explicit + Implicit insights2. Unique proposition (online): Fast, cost effective and end2end solution3. How it works: Remotely at home4. Our behavioral metrics: From seen to purchase intent5. Why EyeSee

2. Case study – Nescafe1. Main findings and recommendations2. Brand and product visibility over time3. Overview of the video 1 4. Overview of the video 25. Questionnaire consumers evaluation

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Most of traditional researches use explicit methods

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Traditional, explicit measurements focus on the left brain which is in charge of:

„Price is the most important factor for me when shopping“

„I will not buy an ice-cream because it is

fattening“

Logical thinking Conscious behavior Language and meaning„I think brand X is trustworthy

and for people like me“

However, the buying process is more than the left brain

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However, there is more than the left brain. Researches show that the buying process is:

...most of shoppers cannot tell the price after the purchase

…more than 50% of buying decisions are driven by emotions

Often emotional Often subconscious Buying behavior is not the same as stated intent

...the correlation between stated intent and actual behavior is usually low

EyeSee complements left brain with right brain insights

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Implicit insights

Explicit insights

Increased impact

Right brainEmotions Facial coding measures emotions through facial expressions. Facial expressions are spontaneous and difficult to suppress and muscles responsible for expressions are directly linked to the brain. Attention Most of our knowledge acquisition is based on visual stimuli. Eye tracking is a unique research method that tracks people’s eyes to now what they have seen (not!).

Left brainLogical thinking: „This TVC gave me useful info, and I will buy this product“. „I will not buy an ice-cream because it is fattening“ .Conscious behavior: „I make the list of things to buy before shopping“ „Price is the most important factor for me when shopping“Language and meaning: „This Ad is interesting to me because of nice colors“ „I think brand X is trustworthy and for people like me“

Because Implicit Research Technologies Tell the Stories

Consumers Won’t

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Unique proposition of our remote testing platform:fast, cost effective and end2end solution

Within a few days insights are delivered.

The eye tracking survey is launched within a day. Next, respondents are recruited online – via global panel

suppliers — and their eyes are tracked with their PC and webcam, at home.

Quick turnaround of (global) studies

Actionable insights & end2end solutionCost effective

You deliver the stimuli, we deliver insights.

Our experienced researchers convert data into actionable insights with

clear recommendations to maximize communication impact.

Our price is 2 times lower than conventional studies.

Our recruitment costs are 2 times lower and our operational processes are more efficient than conventional

eye tracking.

ROIC of >25%

Typical <1 week

2 TIMES < PRICED

How it works: Remotely at home

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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 a webcam

based eye tracking survey.

Respondents are recruited to complete the survey

with their PC & webcam at home.

While exposed to the stimuli their eyes and facial expressions are tracked. The survey is filled out at the end.

Output is a reportwith detailed findings and

recommendations.

Our behavioral metrics: From seen to purchase intent

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Eye trackingWhere do users look at?

Eye tracking tracks people’s eyes to know where they are (not!) looking at, how long and in which order.

Which elements are seen (first)? Where do users expect to find <x>?What is the general gaze pattern?What barriers are users facing?

QuestionnaireWhat are the attitudes?

Users fill out a quick survey in order to collect their personal opinion.

What are users perceptions in terms of complexity, preference..?

Facial codingHow do they feel?

Facial coding measures emotions through facial expressions (happy, confused,…)?

What emotions are evoked?What is the average emotion?How fast are emotions aroused?Which scenes evoke emotion?

Why eye tracking?Because…. What you do not see, you do not click

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Clicks

Intends to act

Understands & likes the area

Holds Attention

Attracts AttentionAttention:Online Eye Tracking Insights

Inspiration:Online Quant SurveyFacial coding && think aloud protocol

Action:Registration of mouse movements and navigationAc

tions

Impl

icit

and

expl

icit

Impl

icit

Level of insights

Attention + Emotion = Impact

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Attention: what you don’t see, you don’t 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 evaluating how consumers perceive communication messages by measuring what they have actually looked at.

Eye tracking is considered as one of the best methods to optimize communication such as adverts, in store layout, TV commercials, packaging, websites, etc. 9 out of 10 leading advertisers are using eye tracking to optimize communication.

Facial coding: scalable and cost effective measurement of emotions

Facial coding measures emotions through facial expressions. Facial expressions are spontaneous. Respondents are exposed to stimuli and 7 expressions are detected by algorithms: happiness, surprise, puzzled, disgust, fear, sad and neutral. The emotions are categorized into positive, negative and neutral.

The main advantages of facial coding are: (1) it is not based on stated behavior (surveys), (2) it is cost effective, fast and scalable (N>50) (fMRI or EEG) and (3) it allows second by second analysis/real time.

EyeSee, Remote quant neuro insights testing platform

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EyeSee’s approach:

Remote with standard computer and webcam – Interview is done at respondents’ home in a natural setting with their standard computer and webcam.

Quant with large sample size – Users receive a task and while they are executing, our platform is tracking their behavior. By using a quant approach we can find statistical differences in comparison with qual.

Behavioral tracking – We track users’ attention (eye tracking) and emotions (facial coding) via their webcam and ALGOs. Clicks and navigation are also recorded and users fill out a survey at the end.

Scalable and cost effective – Thanks to the remote testing, users costs are low and we can conduct studies all over the world.

Our scope

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Packaging StudiesShelf StudiesPOS Material Virtual Reality

Online AdsWeb PagesSocial MediaNewslettersEmails

Outdoor AdsPrint AdsTV commercialsDirect MarketingMovie TrailersProduct placement

MarComms Insights

Cross media analysis platform

Online Insights

In-store Insights

Eye Tracking for TV Commercials

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Save money in distributionYou loose about 0,5s

Increase package & brand visibility Great shoot or not?

At which 2 elements do people look at? Where to locate high margin products?

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Why EyeSee

EyeSee: experience + unique technology = actionable insights

Experience

Unique technology

Actionable insights

EyeSee is working for UX, marketing and market research VPs of leading brands and our team consists of former consultants of big MR companies. We have eye tracked more than 10.000 respondents.

EyeSee is revolutionizing the market research industry. We have a unique platform to track people’s eyes and facial expressions with their laptop and webcam at home, resulting in fast and cost effective insights.

Our team consists of former market researchers of big market research companies. We focus on actionable insights and improve marketing communication impact.

Some of our clients:

Eye Tracking for TV Commercial testing

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Main findings

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Bran

d vi

sibi

lity

Tag

on

Main drivers of PRODUCT and BRAND visibility: highest for TVC2

TV commercial 2 has a significantly higher brand and product visibility than TV Commercial 1.

• Although scene 1 is longer in TVC1, the brand is seen by 58% more people in TVC2. The brand is bigger displayed and the background is less confusing. It is recommended to use the 1st scene of TVC2.

• In scene 2 the brand/product is again more visible in TVC2. The product is moving less fast and it is displayed bigger.

• In scene 4, the brand is more visible in TVC1 than in TVC2. In TVC2 the products on the right are distracting attention and the product on the left is blocking the brand.

Tag on: High message visibility, moderate brand visibility, low website visibility

• Low visibility of the website 12-20%. As the goal is to increase the website traffic, the displaying strategy should be revised.

• Almost all people noticed the message. The brand was seen by only 60% of people. It could be considered to display the brand on the right hand side and change as well the color of the word ‘black’.

• More people noticed all products in TVC2 than in TVC1. There are less products in TVC2.

Eval

uatio

n

Questionnaire: TVC2 has a significantly higher variety association

• In TVC2 almost double of people recalled product variety as (key) message.

• TVC2 was preferred by 17% more people

• More respondents found TVC2 relevant and clear

TVC1

TVC2

2nd TV Commercial has the highest brand visibility

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scene 1 scene 2 scene 3 scene 40%

10%

20%

30%

40%

50%

60%

70%

80%

90%

100%

2,0s

5.0s

0,8s0,5s

XsXs

Scene length

Avg. time looking at product

perc

enta

ge o

f vie

wer

s w

ho s

aw th

e br

and

2,0s 1,0s

0,3s 0,5s

TV Commercial 2

TV Commercial 1

1,0s

3.0s

0,5s

0,5s

The brand visibility is the highest in the first 2 scenes, especially in the second TV Commercial. On average the brand is about 40% more in the 2nd TVC and significantly longer in the first seen.Though the brand presence on the screen is longest in the scene 4. In this scene TVC 1 has a higher brand visibility, mainly because of its length. It could be considered to increase the length of the 4th scene in the 2nd TVC as it would communicate better the brand and other messages in the tag on.

Scenes 1 and 2 are performing better in video 2

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Video 1

Video 2

1s

1s

2s

2s

3s

3s

4s

Although the introduction scene is much longer in the video 1, the brand visibility and attention is much lower. Also the first seconds of video 1 are too zoomed in, resulting in confusion and low engagement.

Also, the turning of the pad is too fast in video 1, resulting in lower brand visibility in the 2nd scene.

Scene 3 is too long in video 2

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Video 1

Video 2

6s

6s

7s

7s

8s

8s

9s

9s

The 3rd scene is 2 seconds longer in the 2nd video. This scene could be cut by 1-2 seconds as attention is more diffused at the end.

The brand visibility is higher in video 1 in the final scene

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Video 1

Video 2

11s

11s

12s

12s

13s

13s

14s

14s

The end scene is longer in the 1st video. This results in higher attention to the brand. Also, the product on the left partially blocks the view on the brand and the attention is directed to the right and middle side by the movement of products.

Overview of video 1: improve scenes 1 and 2

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Scene Description Cut Gain

00-05 seconds

Scene 1 Clock workSuggestion I: cut the first 2 second out of the TVCReason: The gaze directions are dispersed indicating confusion (people do not know where to look). The scene is too zoomed out at the start and people are confused.

0-2sec 2,0 sec

TOTAL 2,0 sec

05-06 seconds

Scene 2 Insert pad in machineSuggestion II: increase the size of the pad and move the pad less aroundReason: people will perceive the pad as an image and will not read the brand if it moves so quickly. It should be able to do it within the current period of time.

NA 0,0 sec

10-15 seconds

Scene 4 Tag onSuggestion III: delay changing the color of the word ‘black’ for 0.5 seconds. It will boost the brand visibility with 10-20%.Suggestion IV: make sure that the most important brands are in the middle. It could be worth to show only 3 products as both extremes are seen only by 35% of people.Suggestion V: increase visibility of the website. You could create an additional add on.

NA 0,0 sec

06-10 seconds

Scene 3 Coffee creationCommunicates the key elements such as coffee creation and the taste/essence of coffee very good. It will not communicate well features of the machine and brand of the machine.

NA 0,0 sec

Video 1: Scene 1: Initial seconds are too zoomed out and confuse people. Cut the first 2 seconds out of the video.

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Unclear viewing patterns at first, but focus starts to develop at watch mechanism after the 3rd second. Dolce Gusto gets into field of view at the end of 3rd second, but it is too small and everything happens too quickly – Dolce Gusto is seen by 65% of viewers and looked at just for 0.3s on average! 0.3s is not long enough to have a memorable impact. The variation in gaze directions in the first 2 seconds indicates unclear communication and low engagement. Cutting the first 2 seconds would boost the performance.

0-1 s 1st s

2nd s 3rd s

4th s

Scene 2: The cup is moving too fast resulting in low brand visibility.Try to move the cup slower as in video 2.

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Focus moves towards the pad. Better visibility of Dolce Gusto brand name than in introductory scene, also seen by 65% of viewers but for a longer time (0.5s vs 0.3s in introductory scene). However, as the brand moves so fast it is likely that it will be processed as an object/image (and not as text) in which people will not recall the brand or have the brand association.Positive thing is the transition from scene 1 to scene 2. The cup is placed in the same position and at the exact time of the transition most of people looked at the pad.

5th s

5th s 5.50th s

Scene 3: Keeps the attention focused and illustrates the essence of coffee well.

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6th s 7th s

8th s 9th s

The main focus is going quickly to the cup and than further to the drop in the coffee. It is good that these scenes are not long because people might be bored. They will not inspect the coffee machine closer, so the main focus is on the coffee and not on the product machine.

Scene 4: Increase brand and website visibility.

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10th s 11th s

12th s 13th s

Product on the left 35%Product on the right 35%

Brand visibility 60%Message visibility 100%Website visibility 20%

People are directly attracted to the text thanks to the transition of the drop that comes more or less to the same position as text. However, the brand visibility is around 60%. This is because when people start to read the text the word ‘black’ changes the color and attracts the attention.After noticing ‘black’, the attention turns to the products due to change in perspective. The 2 extreme products are seen by 35% of the respondents.Despite its importance, the website address is seen by only 20% of people. Shoppers can buy more product variations on the website than in the shop.To conclude, it is recommended to wait 0.5s longer to change the color of the word ‘black’ in order to increase the brand visibility. The most important products need to be located in the middle and the website address needs to be displayed differently. Potentially via another tag of 2 seconds (that you win at the start of the commercial).

Overview of Video 2: Better video, but edit scenes 3 and 4

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Scene Description Cut Gain

00-02 seconds

Scene 1 Exotic travellingThe brand is highly visible. Birds somewhat divert attention away, but just on time it goes back to the brand and continues to a smooth transformation to the next scene.

NA 0,0 sec

TOTAL 1,0 sec

02-04 seconds

Scene 2 Insert pad in machineThis scene has a greater brand impact than the first TV Commercial. It is displayed bigger and brand moves visually forward.

NA 0,0 sec

10-15 seconds

Scene 4 Tag onDecreasing the size of machines would help to increase the visibility of the brand. It could be considered as well to locate the brand on the right, next to black and change its colors. This will probably enhance the clearness of the key message.

NA 0,0 sec

04-10 seconds

Scene 3 Coffee creationSuggestion I: cut the scene by 1 or 2 secondsThis scene could be shortened by 1 second because people are not focused anymore at the end.

09-10seconds

1,0 sec

Video 2: Scene 1: High brand visibility and perfect timing for changing the scene.

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0-1 s 1st s

2nd s

The timings in the scene are perfect. The brand is the first element that attracts attention. After one second the birds divert attention (away) but afterwards people again look at the brand. About 95% of people notice the brand for 0.8 seconds. Most see the brand twice and look again at the brand just before changing the scene.

Scene 2: Much higher brand visibility than in video 1.

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The transition from the 1st scene to the 2nd is perfect as it can be. People look at the brand element during the transition. After that, the brand comes visually closer which holds the attention. Half of time people are looking at the brand which makes it again very effective.

Scene 3: Cut 1-2 seconds.

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4th s 5th s

6-7th s 8th s

9th s

The main focus of attention is on the cups. The scene seems to be one second too long. The attention diverts from the last cup. There is an opportunity to cut one second.The brand ‘Krups’ will not be noticed.

Scene 4: Revise tag on to boost brand and website visibility

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11th s 12th s

13th s 14th s

First the products attract the attention and than the text. However, only half of people notice the brand.Decreasing the size of machines would help to increase the visibility of the brand. It could be as well considered to locate the brand on the right, next to black and change its colors. This will probably enhance the clearness of the key message.Despite its importance, the website address is seen by only 12%. Shoppers can buy more product variations on the website than in the shop.The machines in general attract significant attention. The machine on the right has a visibility of 70%.

Product on the left 47%Product on the right 70%

Brand visibility 47%Message visibility 94%Website visibility 12%

“TVC2” ad is significantly better recalled

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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)

TVC main message is: The product is…

Both ads are recalled more than average, but TVC2 scores significantly better. The message is less complex and it is more clear and more focused on variety than TVC1. About 70% recalls that the main message of TVC2 is variety of product. Also 45% mentions exotic coffee. Both are significantly less recalled at TVC1 –39% and 8% respectively. More people recall high tech coffee in TVC 1 than in TVC 2.

30% *

12% *

TVC2 is significantly better recalled

Variety of products

High tech coffee

Exotic coffee

0% 10% 20% 30% 40% 50% 60% 70% 80%

39%

38%

8%

70%

30%

45%

TVC2TVC1

In direct comparison, TVC2 is preferred

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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 respondent’s opinion.Advert 2 is more preferred

TVC1

TVC2

0% 10% 20% 30% 40% 50% 60% 70% 80% 90%100%

10%

9%

23%

26%

30%

25%

22%

25%

15%

15%

1 2 3 4 5

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

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)? TVC2

TVC1

TVC2TVC1

TVC2TVC1

TVC2TVC1

TVC2TVC1

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

10%15%

7%10%

2%2%

10%16%

8%8%

15%10%

15%10%

8%6%

14%20%

10%8%

20%25%

48%54%

30%30%

30%30%

20%36%

30%25%

22%20%

24%28%

34%26%

37%26%

20%25%

8%6%

36%34%

12%8%

25%22%

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Olivier Tilleuil+1 917 960 6255

olivier.tilleuil@eyesee-research.com