AUTO BILD Tablet Study Depth effect in cross-media comparison

Transcription

1 AUTO BILD Tablet Study Depth effect in cross-media comparison FIPP Insight Forum 18th May 2015

2 The AUTO BILD Tablet Study: The latest information on the effectiveness of tablet advertising An overview of the AUTO BILD tablet studies User survey on positive ad response and effectiveness including Ford case study Basic study on the effectiveness of interactive tablet ads Cross-media comparison of the advertising effect of online, print and tablet apps 2 May 2015 AUTO BILD Tablet Study

3 Method mix of diagnostic tools, qualitative and quantitative surveys. What was measured? 2. Facial emotion tracking (FET) Measuring emotions by looking at face muscle movement. 3. Measuring reaction times Recording of reaction times when attributing qualities and images to the brands 4. Qualitative survey Open questions on ad recall and brand associations 1. Eye tracking Recording of eye movement 5. Quantitative survey Closed brand and ad rating Studio test among 150 AUTO BILD readers or users. 3 May 2015 AUTO BILD Tablet Study

4 Facial expression as the universal mirror reflecting emotions Facial Expression Tracking (FET) May 2015 AUTO BILD Tablet Study

5 Test Design What was the setup? Mixed withinbetween design GROUP CHANNEL TEST BRANDS CONTROL BRAND High efficiency and validity May 2015 AUTO BILD Tablet Study

6 Test Setting What was the setup? Participants were asked to use one of the AUTO BILD media channels. Thereby it was not disclosed that the research is about advertising. The participants were instructed to use the respective media channel as usual. The use of a contactless remote eye tracker ensured a minimum of intrusiveness. Example: Remote EyeTracking 6 May 2015 AUTO BILD Tablet Study

7 AUDI campaign about touch operation in the new A3 teaser and storytelling on the tablet. AUDI advertising media Print IN-APP Online 2/1 Click to Wallpaper start the video. Just click on the picture to start the video! Storytelling campaign with teaser to trigger curiosity Eye-catcher to trigger user interaction Rather weak branding 7 May 2015 AUTO BILD Tablet Study

8 Mazda campaign about the new Mazda 6 focusing on the Kodo design strong branding Mazda advertising media Print IN-APP Online 2/1 Click to Fireplace start the video. Click on the picture to play the video! Branding campaign with high visual noticeably Complete attention on the new model Trigger for user interaction delayed and not as noticeable 8 May 2015 AUTO BILD Tablet Study

9 Ford campaign about the new B-Max focus on product benefit and price Ford advertising media Print IN-APP Online Click to start the video. Wallpaper 1/1 Focus on communicating the benefits as well as price and product information A number of interactive elements that tended to be less effective Just click on the picture to start the video! 9 May 2015 AUTO BILD Tablet Study

10 IN-APP grabs the user's attention IN-APP was viewed the longest and most intensively Time viewed (in s) and percentage of time viewed intensively Print Online IN-APP 7 sec. time viewed 2 sec. time viewed 26 sec. time viewed PRINT (initial contact) N = 46, ONLINE N = 43, IN-APP N = May 2015 AUTO BILD Tablet Study

11 Tablet ads enjoy high exposure and are often viewed extensively, as well. Participants in different stages of perception 98% 72% 97% 87% 56% 95% 57% 85% 62% 39% 17% 12% There is something. (min. 1 fixation) What is it? (min. 1.5s) Hm, worth a second glimpse. (min. 2.5s) Wow, I will go through this! (min. 5 seconds) 11 May 2015 AUTO BILD Tablet Study

12 IN-APP makes almost everyone smile Participants exhibiting positive emotions and the length of those emotions Print Online IN-APP 57% Participants exhibiting positive emotions 59% Participants exhibiting positive emotions 92% Participants exhibiting positive emotions Positive emotions: PRINT (initial contact) N = 46, ONLINE N = 43, IN-APP N = May 2015 AUTO BILD Tablet Study

13 How much information "sticks" with them? Average amount of information recalled 3.2 You sat in the car You could press the multi-functional button. There was a video. PRINT ONLINE IN-APP In the video a male driver takes home a woman. Average amount of information recalled: PRINT N = 49, ONLINE N = 49, IN-APP N = May 2015 AUTO BILD Tablet Study

14 IN-APP has a stronger impact on implicit brand image Implicit brand image, scale 1-100: uplift Uplift for implicit brand image (scale 1-100) All channels impact implicit brand image effectively. IN-APP and PRINT scored similarly. Brand information tends to be perceived on a more unconscious level with IN-APP ads. IN-APP ads also benefit from positive emotions triggered by playful interaction. Implicit brand image: PRINT N = 49, ONLINE N = 49, IN-APP N = 50, i² BRANDREACT measures the implicit brand image using a response measurement in which qualities are attributed to a brand. The faster the agreement, the higher the score. 14 May 2015 AUTO BILD Tablet Study

15 Almost all participants who were familiar with the IN-APP ad liked it. Activation, top 2 "How much do you like the ads you see in magazines/on a website/in an app in general?", top 2 100% 92% 90% 80% 70% 60% 50% 40% 30% 20% 10% 0% 55% 53% 27% 45% 32% ONLINE and IN-APP ads were rated higher when the participants had already seen or interacted with the ad before participating in the study. When the participants really saw what the IN-APP ad was offering, though, almost all of them liked it. Had not seen ad Had seen ad Activation top 2 (percentage of participants who rated the ad with a 4 or 5 on a scale of 1-5): "How much do you like the ads you see in magazines/on a website/in an app in general?"; PRINT N = 49, ONLINE N = 49, IN-APP N = May 2015 AUTO BILD Tablet Study

16 Findings 26 seconds viewed: IN-APP ads Most in-depth processing with IN-APP ads Positive implicit image changes in all channels Considerable image improvement with PRINT and IN-APP ads IN-APP ads are fun IN-APP ads received the best scores 16 May 2015 AUTO BILD Tablet Study

17 AUTO BILD Tablet Study Depth effect in cross-media comparison FIPP Insight Forum 18th May 2015