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SPORT EYE TRACKING ®SPORT EYE TRACKING ® allows us to assess whether brands are effectively looked at and registered by TV viewers during sports broadcasting. How long are brands really looked at, compared to the amount of time it appears on screen? This is a complementary approach to the already existing classical brand exposure tracking studies. Sport Eye Tracking ®, developed by Havas Sports and Entertainment, allows us to precisely follow the glance path of television viewers - with an invisible user device. ADGist™People have opportunities to see several hundreds of print ads a day, according to some guesstimates. If people would look at all these ads for just a few seconds only, they would be exposed to commercial messages for several hours a day.Thus, the vast majority of ads can only be given a cursory glance at most, much shorter than a second. Not only are exposures short for the vast majority of ads, but also only a coarse impression is obtained: exposures occur mostly in the periphery or in motion, in particular when quickly flipping through a magazine, or paying attention to the editorial rather than the advert. This begs the question which meaning, if any, people can extract from the multitude of print ads that receive only a cursory glance, and whether companies’ investments in these ads are completely wasted? It turns out that in less than second, people already know with certainty whether a visual image is an ad or editorial material and which product category is advertised: that is, they quickly grasp the gist of the ad. Such snapshot gist perception is based on coarse visual information in the ads, and differs widely between ads: some ads are more effective than others. The ADGist™ model assesses the communication effectiveness of ads in a single glance. The metric is based on a simple test that is easily implemented and quickly administered. The higher the identification accuracy of an ad is, the better it conveys its gist under the short and coarse exposure conditions many ads experience in practice. Based on extensive pretests ads fall naturally into three classes from the test. Ads are a “Star” when their accuracy is uniformly high, a "Black Hole" when their accuracy is very low, and a “Moon” when their accuracy is in-between these two. AMVIA™"Chances are that neither the client nor the agency will ever know very much about what role the ad has played in sales or profits of the client, either short-term or long-term." Michael Schudson, US sociologist Research has shown that brands are a crucial driver of purchase and usage decisions. But current brand equity models do not measure the impact visual imagery has on brand equity and choice share. AMVIA™ is a visual campaign effectiveness model that assesses the effectiveness of the visual brand image in the components of an advertising campaigns, and how they affect customers’ shopping and choices. AMVIA™ assesses the contribution of visual media presence for your brand on TV commercials, Prints, online and billboards. This allows you to evaluate the relative effectiveness of media presence for each of the four media in your campaign. AMVIA™ provides a metric of the lift caused by the visual presence in each medium on attention, memorability, findability, and choice. The insights will enable clients to know which elements of their campaigns works improve ROI and maximum value to the client. In evaluating anticipated changes to your media mix, assessing their future sales impact may be critical. PRI’s can make sales forecasts and forecasts of the sales effects of changes in the visual media mix and determine the optimal allocation of the advertising budget across the four media to optimize OTS. |
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| Eye tracking is a general term used for techniques used to measure the point of gaze i.e. where people look. Eye tracking provides scientific market research analyses to evaluate the effectiveness of visual communication |
TESTIMONIAL
“The Eye Tracking Research was excellent. What impressed us most was the analysis of the Eye Tracking data that goes beyond the analysis of the "heatmaps" of attentions but drills deeper into the data and enabled us to discover patterns that will help us in the creative design, copy text, call to action and the overall layout of the campaign. The use of ADGist helped us understand the branding impact of our adverts."Edwin Kodinye
Head- Strategic Marketing FNB
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