Measuring Brand Recall

Case Study "Market Research"

Preliminary conclusions about parameters that increase advertising impact of product placement can be drawn from a pilot study with SMI remote eye tracking  over Lady Gaga’s award winning music video “Bad Romance”.

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Challenge

Brand managers want to know which are the factors that determine the impact of placing products in entertainment programming; be it gaming, music videos or television shows.

To further understand the attention these embedded products demand, methodology needs to go beyond traditional testing with observation or post-exposure questionnaires.

Solution

KeyLime Interactive conducted a pilot study using SMI remote eye tracking to capture attention data over the  award winning music video “Bad Romance”.

The objective was to determine if there were trends in size of branded products or length of exposure that reliably result in product recall.

CONCLUSION

Important predictors of visual attention are frequency of product appearance but not display size.

The relationship between the amount of time participants dwelled on a product and the number of appearances  that product made explains nearly 92% of cued recalls.

Some products had parallel brands competing with their exposure or other semantic attractors that likely disrupted their call for attention.

Benefit

The pilot study indicates parameters that enhance the return on investment for embedding products. Ideally, a follow-up study will verify those parameters testing different designs across different media.

SMI Eye tracking

SMI remote eye tracking and the SMI Experiment Suite software package are powerful testing tools for gaze tracking studies on Full HD videos.  

With its dynamic areas of interest tool SMI BeGaze software associates eye tracking data to key objects in the video. In this study the tool was used to objectively assess visual attention for embedded products. 

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