Eye Tracking to Measure Product Placement

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Usability consultants KeyLime Interactive used SMI’s advanced video analysis tools to measure the value of product placement in Lady Gaga’s music video “Bad Romance”.

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.

SMI Eye Tracking

The SMI RED 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.

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. 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.

Background

Product placement has been part of the marketing communication mix for a century. Consistent growth is reported on spending for this methodology. Most consumers (69%) accept brand integration in TV, movies and video games as long as they do not recognize a disruption in their viewing or user experience.

But an ongoing question is how to measure the advertising impact of product placement. This discussion was fueled by the release of the latest album of US pop star Lady Gaga. The music videos of the songs featured an extensive number of embedded products.

The usability consultant KeyLime Interactive used SMI’s eye tracking technology to assess advertising impact of product placements within the music video “Bad Romance”.

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. 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.

Customer institution Keylime Interactive
Customer name Ania Rodriguez
Customer website www.keylimeinteractive.com