Want to learn more about how you can analyze your own your creative breakthrough? Reach out to us at [email protected] Viewer Attention Analysis Informs Creative Effectiveness APPROACH Logo Shown at High-Attention Spot Leads to High Brand Recall tvisioninsights.com You’re watching your favorite show when an ad for a juicy burger comes on TV. Your mouth is watering. Your stomach is rumbling. You want a burger. You’re sold. But how can the brand that spent millions on that ad be sure that you want their burger not just a burger? That’s the question a well-known Quick Service Restaurant with a heavy reliance on TV advertising posed to TVision Insights. SITUATION The QSR ran three ads on both TV and digital. At first glance, all three spots in the QSR’s campaign performed equally well at standing out from surrounding commercials on TV. Using digital survey data, the brand revealed one commercial was consistently credited to a competing QSR. The advertiser asked TVision why. OBJECTIVE Use attention data to measure why brand recognition was attributed to a competitor’s ad. QSR can now optimize their creatives to improve ROI using second-by-second viewer attention data. OUTCOMES QSR CASE STUDY Instead of featuring a logo sequence at the end when attention is waning, layer branding throughout (like pickles, lettuce, and tomato), and your results will be delicious. A second spot in the campaign was accurately associated with the QSR brand. The difference? That ad had branding throughout moments of peak attention, leading to strong memorability performance. 108.7 107.3 101.9 COMMERICAL # 1 COMMERICAL # 2 COMMERICAL # 3 First, a beauty shot of the hamburger that caused a spike in attention. Next, a happy customer enjoying the burger led to another spike. Finally, a logo sequence at the end where attention had already dropped. The spot in question could be separated into three key parts: THREE SPOTS, BY CREATIVE ATTENTION SCORE CREATIVE ATTENTION SCORE : ATTENTION INDEX OF AN AD ATTENTION INDEX OF POD SECOND-BY-SECOND CREATIVE ANALYSIS 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 1 Attention Index Seconds B 2 3
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Want to learn more about how you can analyze your own your creative breakthrough? Reach out to us at [email protected]
Viewer Attention AnalysisInforms Creative Effectiveness
APPROACH
Logo Shown at High-Attention Spot Leads to High Brand Recall
tvisioninsights.com
You’re watching your favorite show when an ad for a juicy burger comes on TV. Your mouth is watering. Your stomach is rumbling.
You want a burger. You’re sold. But how can the brand that spent millions on that ad be sure that you want their burger not just a burger?
That’s the question a well-known Quick Service Restaurant with a heavy reliance on TV advertising posed to TVision Insights.
SITUATIONThe QSR ran three ads on both TV and digital. At first
glance, all three spots in the QSR’s campaign performed
equally well at standing out from surrounding commercials
on TV. Using digital survey data, the brand revealed one
commercial was consistently credited to a competing QSR.
The advertiser asked TVision why.
OBJECTIVEUse attention data to measure why brand recognition was
attributed to a competitor’s ad.
QSR can now optimize their creatives to improve ROI using second-by-second viewer attention data.
OUTCOMES
QSR CASE STUDY
Instead of featuring a logo sequence at the end when attention is waning, layer branding throughout (like pickles, lettuce,
and tomato), and your results will be delicious.
A second spot in the campaign was accurately associated
with the QSR brand. The difference? That ad had branding
throughout moments of peak attention, leading to strong
memorability performance.
108.7
107.3
101.9
COMMERICAL #1
COMMERICAL #2
COMMERICAL #3 First, a beauty shot of the hamburger that caused a spike in attention.
Next, a happy customer enjoying the burger led to another spike.
Finally, a logo sequence at the end where attention had already dropped.
The spot in question could be separated into three key parts:
THREE SPOTS, BY CREATIVE ATTENTION SCORE
CREATIVE ATTENTION SCORE : ATTENTION INDEXOF AN AD
ATTENTIONINDEX OF POD
SECOND-BY-SECOND CREATIVE ANALYSIS
1 2 3 4 5 6 7 8 9 10 11 12 13 14 15
1
Atte
ntio
n In
dex
Seconds
B
2
3
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