Attention and recall in squeezed back ads
Research and experiment design
VISUAL ERGONOMICS
ROLE
CONTEXT
WHAT ARE SQUEEZED BACK ADS?
INITIAL RESEARCH OBJECTIVE
IDENTIFIED KEY FACTORS
LITERATURE REVIEW
GROUP
Research & Experiment design
This experiment was designed as a part of Visual ergonomics course to analyse the attention and recall in squeezed back ads played during the live sports telecast on television.
Squeeze back ads are a type of non-linear ad format used in TV advertising that reduce the size of the TV display to make room for graphics, logos, or text crawls.
By examining the relationship between key factors influencing attention and recall during a live cricket match, we aim to derive insights for optimising squeeze back ad effectiveness in live sports broadcasts.
Tejal Sharan, Arunabh Choudhary, Digbijoy Banikya
Brand name
Advertisement Type
Duration
Colour & Contrast
Imagery
Information
Typography
Frequency of repetition
Size of elements
Brand ambassadors
Position of text and image
Factors and metrics of effectiveness of digital advertisements
The two primary measures of explicit memory are recall and recognition, which measure explicit memory from different aspects.
The effect of advertisements is dependent on various factors and their contributions vary according to the situation. The factors that have a significant influence on the effect of advertising can be divided into three categories- advertisement factors; environmental factors; and audience factors.
Consumers’ attitudes will determine their preferences for brands and purchasing intentions. Gupta and Gould (1997) found that, when participants watch more films, they exhibit a higher level of positive attitude toward product placement.
Effective advertising on mobile phones: a literature review and presentation of results from 53 case studies - Taezoon Park, Rashmi Shenoy & Gavriel Salvendy
In-game advertising: Consumers’ attitude and the effect of product placements on memory - Shu-Hsun Ho, Yu-Ling Lin and Yu-Ting Yang
Design elements that effect consumer attention
According to Lee & Ahn (2012), size of an elements are among the attention-grabbing tool to capture consumers attention. big size image has a better impact on consumers attention than the smaller size of image in a cluttered environment.
According to Pieters, Wedel, & Batra (2010), feature complexity can be classified into three levels: low, medium, and high. Of these, low feature complexity has a positive impact on consumers' attention, which can be achieved by placing the object of attention on a uniform background, such as a white background.
Image credits: Tropicana advertisement
Attributes for image content that attract consumers’ attention to advertisements- Bakar, Muhammad Helmi Abu, Mohd Asyiek Mat Desa, and Muhizam Mustafa
The Future Looks “Right”: Effects of the Horizontal Location of Advertising Images on Product Attitude - BOYOUN (GRACE) CHAE JOANDREA HOEGG
Effects of elements and their position in advertising products
Peracchio and Meyers-Levy (1997) investigated the integration of visual and verbal material in advertisements and found that persuasion was highest when there was a match between the complexity of the ad and viewers’ motivation level.
The horizontal position of product images can influence consumers’ attitude toward products, and this is driven by reliance on a past-left, future-right spatial representation of time.
Image credits: Coverderm advertisement (Google images)
REITERATED OBJECTIVE
Examining the key factors influencing attention and recall during a live cricket match, we aim to derive insights for whether squeeze back ads are effective for unknown or new brands that audience has no prior exposure to.
METHODOLOGY
EXPERIMENT DESIGN
PARTICIPANT DIVISION
EXECUTING METHODOLOGY
1
2
6 ad variants in stimulation clips
3 min 14 sec duration
One complete over of the match
Ad features 3 times
Frequency based on existing patterns
Creating stimulations
We used eye-tracking device for pilot tests of our stimulations
based on the results, stimulations were further developed and changed to suit our research objective .
Eye Tracking
3
4
Generating patterns across all stimuli based on participants’ responses to identify factors affecting recall and attention of an unknown brand’s product advertisement.
Analyising common patterns
Aided questionnaire to gather insights on the recall of participants’ memory after seeing the clip.
It also prompts participants to tell us where their attention was directed.
Recall Test
260 px
206 px
1920 px
1080 px
Variables
Position of elements
Recall of ad
Participant’s interest in cricket match viewing
Colour of discount value
FIRST ITERATION
SECOND ITERATION
Eye tracking results with first iteration ad
Eye tracking results with second iteration ad
Aided questionnaire
Attention towards the ad
Participant’s patience with the duration of clip
Contextual image of product
Independent
Dependant
Confounding
Stage 1: 2 Pilot participants
Stage 2: 2 Pilot participants
Final Stage:
6 Variants
24 Partcipants
Age Range: 22-39 years
Occupation: Students and Employees of IIT
Context: Cricket enthusiasts and non cricket enthusiasts
Variant 1
Variant 2
Variant 3
Cricket Enthusiast
Cricket non-enthusiast
Variant 4
Variant 5
Variant 6
Pilot- Stage 1
Pilot- Stage 2
Final Experiment
Message
Product
Logo
The ad did not grab viewer’s attention (both interested and non-interested).
The ad did grab viewers attention to different parts of the horizontal and
vertical band.
This gave us an affirmation that the ad can be further iterated to analyse all our independent variables.
We asked our participants to fill a google form at the end of the experiment.
Text highlight
Image
Changes in text contrast
Adding image in the vertical band
Repositioning product, logo, and message.
THIRD ITERATION
Examining how the change in font colour of the discount value changes the viewer attention pattern.
Hypothesis 1
The discount will attract more attention if highlighted in a different colour than the rest of the text content of the ad.
58%
25%
Recalled the Sale
Recalled the Sale
vs
Examining how a single product image influences the logo visibility.
Examining how reducing the size of the image affects the focus on product being advertised.
Hypothesis 2
Hypothesis 3
Logos are more likely to grab attention when in isolation, i.e. without an image.
Viewers ability to notice the product will change due to their size and positioning affecting their attention towards the advertisement.
85%
85%
12.5%
63%
25%
37.5%
25%
37.5%
vs
Recalled the brand name
Looked at the Vertical band
Have seen logo
Recalled the brand name
Looked at the Vertical band
Have seen logo
vs
37.5%
37.5%
Has recalled the product
Has recalled the product
LIMITATIONS
The match clip used in the experiment was only 3 minutes long, which may not accurately replicate the experience of a full live match. This limited duration could increase the level of immersion of participants experience compared to a real match, making them notice the ad more.
In a live match setting, brand advertisements are shown intermittently, with multiple ads appearing at different intervals. However, in the experiment, a single ad may have been overrepresented or shown consecutively, which does not reflect the varied and dynamic nature of ad placement during live matches.
Constants
Ad Type : Static
Duration : 6 seconds
Elements : Image (1), Brand Logo (1), Message (2)
Background colour : Off-white (#EAE9E5)
Font, font weight & size : Constant for all stimulations
Screen size of stimulation device : 13.6 inches
Level of brightness : Max in Macbook Air
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