What is Advertising Effectiveness?
Advertising effectiveness helps organizations to analyze whether their advertising is connecting with their target demographic and generating the greatest results. This mainly helps them to assess the strengths, limitations, and return on investment of certain campaigns. In this way, they can make necessary adjustments. Customers started to have control over and block advertising they don’t want to view. Marketers must ensure that they hit the mark by achieving the balance of reach and relevance. On the one hand, it is more convenient for marketers to test their ideas before launching a campaign because testing effectiveness just indicates what could work. On the other hand, it is difficult to choose and administer testing methods.
How to Measure Advertising Effectiveness?
There are several tests, in other words, many measures for determining the efficiency of advertising. Determining the type of test is related to the examining characteristics.
Marketers think that emotions have a significant role in customer behavior when used persuasively. Some researchers looked at and provided an update distinguishing different measures. One of them is verbal, visual, and moment-to-moment self-reports. The other one includes heart rate, skin conductance, and facial expressions. Marketers can use these techniques to evaluate conventional dependent variables such as the impacts of commercials, customers’ attitudes toward the advertisement, customers’ attitudes toward the brand, and customers’ desire to purchase.
Again, we see the critical role of emotion in the success of advertising. Emotions may be used to forecast the effectiveness of advertising. We know that autonomic assessments of emotions are more predictive than self-reports. Self-reports are easy to collect. However, autonomic measurements, on the other hand, are not practical due to their high cost and research setup requirements. As a result, marketers rely less on autonomic measurements. While autonomous measurements often produce more accurate findings, how can marketers attain these outcomes without incurring the associated costs? The answer is simple, working with companies that can apply these measurements for themselves.
Facial Expressions
Facial expressions related to happiness may accurately discriminate between amusing and non-amusing video advertising. Additionally, at least for entertaining advertising, it is possibly feasible to determine the advertising’s effectiveness by observing happy facial expressions. The advertising impact of entertaining videos is directly related to happiness. Most studies are about happiness. Researchers should conduct more studies on facial expressions that result in different emotions in advertising. For instance, disgust expressions in reaction to unpleasant advertisements, fear expressions in response to frightening advertisements, and so on. After researchers’ findings of the semi-field trial design contribute to the robustness of their findings, an important point about the effectiveness testing shows up.
Researchers observed that participants’ responses to stimuli in videos in their natural environments are more accurate than responses in advertising in real life. Therefore, this means that it is important to understand how individuals perceive advertising homes and offices, which are the locations where they typically view such stimuli as advertising. As mentioned, studies of advertising effectiveness should not be limited to laboratory settings. They should also include tests of hypotheses in real-world contexts where advertising consumption occurs. In other words, only using traditional methods for testing advertising effectiveness like giving surveys to participants is not enough.
Remote Heart Rate Detection
Heart rate is a physiological activity indicator. It may be helpful to determine an individuals’ health and emotional state. For instance, exercising, emotional stress, and medications have an effect on heart activity. As a result, utilization of human resource data may be for a variety of purposes, including medical diagnosis, fitness evaluation, and emotion identification. Remotely monitoring physiological activity has significant implications for medical and affective heart rate calculating applications. According to recent studies, there are a variety of methods for the detection of difficult to detect heart rates using human facial recordings. These techniques are based on small color changes or facial gestures caused by cardiovascular activity that are undetectable only with the eyes. Thus, digital cameras may catch these.
Eye-tracking
None of us can possibly pay entire attention to all of these advertisements. As a result, the consumers, and hence our eyes are bombarded with information, whether it is relevant. Eye tracking technology enters the stage at this point. It is a term for the process of determining where we look. An eye tracker is a device that helps us in taking measurements by recording the location and motion of the eyes. It is useful to understand which advertising or which parts of advertising is more attention-grabbing for the customer. We can gather information about customers’ visual attention patterns, fixations, and visualization patterns. In other words, eye tracking is another method to test advertising effectiveness. You can read more about the use of eye tracking to measure advertising effectiveness.
Pre and Post Testing
Pre-testing refers to the process of evaluating advertising messages prior to their distribution to specified media mediums. This evaluation is about the viability of a message or content. It is beneficial because advertising concepts may appear to be easy and efficient to the advertiser or advertising agency. However, this may not be the case for customers. All aspects of advertising material require thorough pre-testing to ensure that the message intended to be delivered is conveyed. Readability tests, eye tracking tests, and surveys are examples of pretests.
Post-testing refers to evaluating the impact of an advertising message after its release in any medium. In detail, with post-testing, there is an examination of an advertising’s performance and influence, either during or after the campaign’s duration. Again, post-testing also determines the effectiveness of the advertisement Especially, it is helpful for estimating the return on investment (ROI). Post-testing can be conducted either by phone or on the internet. We all know that completing online surveys’ is easier. These surveys show results including information about things like purchase intent, price perception, or brand awareness.
What Does emoty.AI Do?
How would a brand want to have access to their customers’ minds? Would they want to activate these customers’ own “purchase” or “like” button? If this brand wants to achieve a good level of engagement, the answer is yes! Accomplishing this is possible through neuromarketing. At Emoty.AI, we use neuromarketing as a study method to determine how successfully a brand’s advertising emotionally connect with their target customers. We can gather information about the exceptional insight of the brand’s content and provide them with a clear path for innovative adjustments.
According to neuroscientists’ discovery, 90% of our decisions are a result of our subconscious mind. Our subconscious mind is where our emotion, not reasoning, governs choices. The link between our emotions and the subconscious mind becomes clear, captures our attention, and stimulates memory. As pointed out, memory and emotion reign supreme in our subconscious mind. Emoty.AI knows that emotions are central to advertising effectiveness. The subconscious mind is also where the majority of our choices are made. We can understand these from several case studies that imply emotional campaigns are more effective than only rational or combined ones. To cut a long story short, we crack human behavior!
In this path, neuromarketing enables us to establish emotional connections between the brand and its motivation for advertising. As a result, we motivate them to take action. How can we know this much? We use more than 20 million emotion labels that grab minimal facial reactions with high accuracy. Also, we have almost 3 million gaze labels which are the most accurate online eye tracking solutions. In short, we have more than 10 metrics and we are not afraid to use all of them.
Let’s talk about these metrics. What are participants looking for, and how long do they keep looking? Eye tracking identifies “the most attention-grabbing” points in advertising and website content. The pupil response and heart rate indicate the level of excitement experienced by participants in reaction to what they perceive. Additionally, facial expressions reveal the veil that conceals individuals’ true emotions. If you are trying to raise your brand awareness, you would want to act fast. We give you the result of the analytics of the ads in 1 or 2 days without a need for you to use heavy equipment. Being fast is not our only quality. Aside from this, while working fast, our professional team produces the most accurate results.
As a brand, your target groups can participate in the research in their homes while sipping their coffees. After participants complete the research, our state-of-art AI models analyze their videos. This analysis shows detected emotions, gaze positions, heart rate, and many more to make your advertising the most effective one. Of course, we are very careful about consent and let our participants know all the process. If you want to find the advertising with the highest ROI, support your results with surveys and crack into the subconscious minds of your target customers. This means that we combine neuromarketing methods with traditional ones. Emoty.AI is here for you. Please contact us for more information. Let’s listen to the minds of customers together!
Sources:
Chand, S. (2014, February 21). Advertising Research: Testing Various Types of Advertisements. Your Article Library.
Lanteri, S., & Lanteri, S. (2021, September 23). Advertising effectiveness: how to measure ad success. GWI.
Lewinski, P., Fransen, M. L., & Tan, E. S. H. (2014). Predicting advertising effectiveness by facial expressions in response to amusing persuasive stimuli. Journal of Neuroscience, Psychology, and Economics, 7(1), 1–14.
Wang, C., Pun, T., & Chanel, G. (2018). A Comparative Survey of Methods for Remote Heart Rate Detection From Frontal Face Videos. Frontiers in Bioengineering and Biotechnology, 6.
Theuner, G. R., & Steinmetz, S. (2011). Eye Tracking Evaluation Of Chinese Web Sites For The Chinese Market. International Business & Economics Research Journal (IBER), 3(5).