MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
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VASSILIS BAKOPOULOS SVP – Head Industry Research Mobile Marketing Association
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MMA Impact Forum Argentina 2019 | Neurociencia y Publicidad Mobile
- 1. Neurociencia y publicidad Mobile: ¿Por qué se necesita una estrategia de un segundo?
- 3. 3 What neuroscience tells us about exposure time, attention and Opportunity to see @gorecki36 #Firstsecondstrategy Vas Bakopoulos SVP-Head of Research, MMA @mmaglobal
- 4. 4 “Advertisements are now so numerous that no one is paying attention to them” Samuel Johnson 1759
- 6. 6 We focused on the first 3 seconds IN SCOPE: How much time does an ad need to stay on the screen to trigger ATTENTION & COGNITION? OUT OF SCOPE: What makes an ad “work? What is the role of exposure time on EFFECTIVENESS? Phase 1 Phase 2
- 7. Opportunity to see research: the need for a new methodology 7 AD Seen Processed Reacted
- 8. How we measured attention and cognitive processing 8 COGNITIVE LOAD (CL) Are consumers processing the information given? Are they experiencing information overload and stress? MOTIVATION /EMOTIONAL RESPONSE (FAI) Do consumers display interest and desire? Are they motivated to approach or avoid? PERCENTAGE of ADS SEEN What percentage of ads are consumers seeing? ATTENTION COGNITIVE PROCESSING
- 9. 9
- 10. 10 The human brain needs less than ½ second to engage with mobile advertising & trigger a reaction. Cognition is FAST
- 11. Cognition is fast 11 Total Exposure time Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed. More than 67% are already seen at 0.4 seconds Two third of ads are cognitively recognized at 0.4 seconds 29% 42% 67% 67% 71% 96% 96% 100% 100% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 MOBILE Cognitive Load Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. All ads were shown to the same number of participants at each speed. 5% 25% 67% 84% 85% 88% 89% 92% 93% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Attention 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
- 12. 12 Ads in a mobile feed environment get attention faster and trigger stronger cognition, compared to desktop. Time is RELATIVE
- 13. 29% 42% 67% 67% 71% 96% 96% 100% 100% 22% 30% 52% 52% 57% 57% 57% 61% 65% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Total Exposure time Ads are processed slower in desktop 13 Chart shows percentage of participants who have a minimum of 60ms (3 gaze points) at the ad that they were exposed to. Chart shows the percentage of Ads who have shown a significant lift in cognitive load compared to the control group at the given speed. DESKTOP * = significantat p<0.05 Attention Cognitive Load MOBILE 25% 67% 84% 85% 88% 89% 92% 93% 12% 30% 44% 48% 50% 62% 58% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
- 14. 14 Cognitive process is accelerated for known brands. Our Brain is faster on Branding
- 15. 40% 50% 50% 50% 90% 90% 100% 100% 43% 79% 79% 86% 100% 100% 100% 100% Cognitive Load “Well known” brands are better at using attention 15 24% 68% 83% 84% 88% 90% 92% 94% 25% 66% 84% 85% 88% 89% 92% 93% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Known Brand Less known Brand 20% 20% 20% 30% 50% 50% 70% 80% 57% 57% 64% 64% 64% 64% 71% 71% Motivation Attention 100 200 400 700 1000 1250 1500 2000 3000 100 200 400 700 1000 1250 1500 2000 3000
- 16. 16 Video ads create emotional response earlier than static, in under a second. Motion drives emotion 16
- 17. Video Ad Static Ad Video ads generate stronger emotional response, earlier 17 25% 65% 83% 84% 88% 89% 91% 93% 24% 69% 84% 86% 89% 89% 93% 94%0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 * 25% 25% 33% 42% 50% 50% 58% 67% 58% 58% 58% 58% 67% 67% 83% 83%MotivationAttention 100 200 400 700 1000 1250 1500 2000 3000100 200 400 700 1000 1250 1500 2000 3000
- 18. 18 Weak ads are processed faster and create negative responses in less than a second. Weak ads work fast and fail faster
- 19. High Performance Ad Low Performance Ad Low performing ads are processed faster 19 Low performing ads are processed faster Cognitive Load 45% 82% 82% 91% 100% 100% 100% 100% 38% 54% 54% 54% 92%92% 100% 100% 0 200 400 600 800 1000 1200 1400 1600 1800 2000 2200 2400 2600 2800 3000 3200 Scroll speed 100 200 400 700 1000 1250 1500 2000 3000
- 20. Low performing ads fail to engage consumers in a positive way 20 -45 -45 -45 -45 -55 -55 -64 -64 9 9 18 18 -100 -50 0 50 100 200 400 700 1000 1250 1500 2000 3000 Low performance Negative Positive 100 200 400 700 1000 1250 1500 2000 3000
- 21. “The Trouble is we think we have time” Buddha 21
- 22. North America Do we have a First second strategy? Learn more www.mmaglobal.com/cognition
- 25. A blur can trigger an emotion 25 From initial attention to emotional response During this phase, ads are seen mostly as a blur, but can trigger emotional responses due to color and composition. COLORS matter: RED: love and passion GREEN: life and health
- 26. Visual elements will determine stopping power 27 Overall: MORE contrast and density is better, but there are trade-offs Contrast Angles Color composition Picture density min MAX
- 27. Work with Complexity 28 Complexity : LOW 17%Item complexity Platform complexity
- 28. New tools for a Visual Strategy 29 Image Complexity: LOW 13.28% Salience Complexity: LOW/MEDIUM 5.5%
- 29. Show people as an attention grabber 30 Attracted more attention
- 30. Even “gaze direction” matters 31 DIRECTING attention DEMANDING attention
- 31. DIRECTING attention DEMANDING attention Even gaze direction matters 32
- 32. 33
- 33. 34 How are we: ✓ Using colors? ✓ Using contrast and angles? ✓ Using motion? ✓ Making the first frames of a video count? STRATEGY Creative Checklist Are we: ✓ “Pretesting” for visual salience and complexity? ✓ Adjusting for platform complexity? ✓ Adjusting for brand familiarity? ✓ Triggering primary needs? ✓ Triggering social needs?
- 34. Le 35