Do you like advertising with Ivan Trojan as a distracted head of the psychiatric clinic and do you know exactly what they are promoting? And do you know what brand displays campaign with strange people who have classic TVs instead of heads? UX Focus research agency has subjected these advertisements to eye tracking test at the instigation of the Mediar. UX Focus performs user testing for digital products and pre- and post-tests of marketing materials with combination of eye tracking and in-depth interviews.
Detailed Research Methodology
Eye tracking took place this May in a sample of twenty participants, ten women and ten men.
Researchers chose respondents via screener with a set of closed questions to help them reach as close as possible to the target group of people aged 20 to 50 who, according to UX Focus experience is preferred group by clients from the strongest segments of fast moving goods and finance. Ten participants were aged 20 to 35 and ten from 35 to 50. Five of them had higher education, fourteen secondary and one elementary.
The participants watched the two video spots that were fitted within a sequence of more ads to make the experiment as close as possible to real-world TV viewing, respectively TV commercials.
Both campaigns include the promotion of television broadcasted on Internet and the playback function, while ads with Trojan promote T-Mobile TV, the "TV heads" O2 TV. And what we have found out about them? When watching O2 TV and T-Mobile TV commercials, the brand itself attracts about half of the viewers in both cases, but almost all of them are then able to recall it (O2 is a bit better).
The completely different situation is when participants should recall the product itself. Here, O2 has been leading a lot against T-Mobile, almost by half. O2 has been able to recall 95% of research participants, only 55% for T-Mobile product. This was due to a different number of scenes with product information and a different style of presentation. In other words: T-Mobile ad is more humorous, in the same time is much more overwhelming.
"The O2 TV video contains in total four scenes with product information (one during the video and three at the end), which registered on average 84 % of the participants. For T-Mobile TV, the product information was presented only at the end of the ad (three scenes), and despite being seen in 81 % of cases, 45 % of participants could not recall the product, "said researchers. According to more detailed analysis, O2 chose a strategy of up to two presented information in one scene. T-Mobile has presented three information elements and uses more animations for product information. These elements are drawing attention at the expense of other information in the scene being unseen.
How consumers view T-Mobile TV spot
How consumers view O2 TV spot
How effective are selected segments of TV spots
O2 achieved higher visibility thanks to scene, which is upfront the final packshot. Scene presents O2 TV brand and set-top box itself, which is essential for functional service. This element appears in the spot already for the third time.
O2 ve spotu zviditelňuje jednoznačně jak značku O2 TV, tak vzhled přístroje O2 in the spot clearly presents both the O2 TV brand and the appearance of the device
Set-top box registered about half of the participants during first view, but more than 80% registered the mention of O2 TV. The O2 TV set-top box achieved 20 % higher visual impact than the T-Mobile set-top box. O2, accordingresearchers, gained a lot from presenting only two pieces of information on a slide. "On the other hand, T-Mobile presents three information in this scene that fights for the viewer's attention," the researchers recall.
O2 TV pinpointed important information in two elements
T-Mobile has used a three elements strategy
O2 also worked better with scenes with TV trial offer. In an analogous situation, T-Mobile used the Element to Find out More and Moving Arrow. But that influenced the visibility of visual element of TV, which was registered in only 45 %. O2 has again paid off the strategy of two presented information that has beated even the dynamic elements.
O2 consistently followed the strategy of two published information in one scene
T-Mobile also promoted dynamic features, but its message was less explicit
Summary: The spot of T-Mobile was less clear
The research also evaluated the response of the viewers to the two spots. In the case of an O2 spot, in the vast majority of cases viewers received information that 02 brand is promoted (19 people out of 20 seen the brand), also they understood that its service for viewing films, which were already broadcasted live (this information registered seven people) and that this television has a wide range of channels, or just offers different TV channels. The most enjoyable was the music of the TV spot, on the contrary, the least favourite was central theme of the campaign, televisions instead of human heads.
In the case of T-Mobile ad, the T-Mobile brand registered 16 people out of 20. Only four viewers has noticed that the campaign's goal is to promote the service for watching movies which has been already broadcasted live. According to three viewers, the main idea was not to be controlled by television and according to two viewers spot promoted an exercise during advert watching. As the positives of this ad, the participants mentioned humor of Ivan Trojan, but negatives, according to the three participants, were that they have missed what product is it about and, according to another trio also boredom of the ad.