Using Eye Tracking & Brainwaves to Evaluate Ad Effectiveness
An Indian research agency is saying that advertisements that tend to fare well in the North of India don’t necessarily do as well in the West. Millward Brown, the agency investigating the topic, is bringing several new tools to its clients – tools that will help to measure the effectiveness of ads and people’s responses to them. The company recently met in Mumbai to discuss ad transference across geographical regions and their findings from using eye tracking and brainwave measurements.
A team from the firm used eye tracking to monitor where a person’s visual attention is centered, and they’re using the information gathered to observe precisely where a person’s attention is focused. Eye tracking can provide realistic evidence of what people are likely to look at in an advertisement. This is quite powerful and important when it comes to evaluating creative processes and results within the advertising industry.
Millward Brown account director, Andrew Jerina, told the article’s author about a recent study in which participants were made to watch Skoda Fabia’s ‘Car Bakers’ ad, and, with the help of eye tracking, red dots pointed out where people’s attention was drawn. In the study, researchers found that the ad was powerfully branded to Skoda but not necessarily as much to Fabia. Fabia was mentioned at the end of the ad, and often with many other visuals. As visual attention was dispersed, this was reflected in the name brand recognition you would expect from a successful ad business.
Through eye tracking, the company was able to test in-store applications, logo and package designs, concept testing and advertising development research. In addition to eye tracking studies, Millward Brown undertook some brainwave measurement for seven ads on a sample size of 300 people. The technology was tested in two different markets – Madurai, a small town in the South, and Delhi, a metropolitan town in the North.
Apparently, the North and the South do not see eye to eye. In 26 percent of the cases, ads that did well in the West didn’t do well in the North, and in 49 percent of the cases, ads that did well in the North didn’t do very well in the East. The east, they say, occupies a unique status and is more critical and cynical in nature, and the article calls it an insight for brands that have an Eastern focus.
Millward Brown India study: Ads that do well in the North don’t work as well in the West