Understanding attention and emotional response towards skippable digital advertisements
Abstract/Description
In-stream digital advertising has become very common on social media platforms such as YouTube and Facebook. The main purpose of this research is to understand the attention to the brand logo and the emotional response to the skippable In-stream brand advertisements placed during the viewership of digital video content using neuro-marketing tools. Neuro-marketing tools such as an eye-tracker to determine attention and galvanic skin response tool were used to measure the emotional response towards skippable ads. Sixteen participants, eight males, and eight females were selected for this study based on convenience sampling. Each participant was exposed to approximately sixteen minutes of content, three digital videos of five minutes each, and six ads of six seconds each placed during the content. The ads and content were randomly assigned to each participant. The results of the study indicate that participants experienced negative emotions when exposed to skippable ads. The GSR device indicated peak emotions pertaining to anger and disgust as soon as ads were shown. The eye-tracking data was used to determine the fixations with respect to the brand. Hence, the AOI (area of interest) defined for each ad involved the brand logo. TTFF (time to the first fixation) for each brand AOI was high indicating that respondents paid little attention compared to the other elements of the ads. This study has implications for advertisers in terms of short-duration ad design.
Keywords
Skippable ads, Digital, Advertising, Neuro marketing, Emotional response, Attention
Track
Contemporary Issues in Marketing
Session Number/Theme
Session 2C: Technology and E-Commerce
Session Chair
Dr. Wajid H. Rizvi, Institute of Business Administration, Karachi
Session Discussant
Atif Murtaza; Dr. Mohsin Butt; Dr. Saima Hussain
Start Date/Time
23-6-2022 4:30 PM
End Date/Time
23-6-2022 4:50 PM
Location
Boardroom 3, Marriott Hotel, Karachi
Recommended Citation
Baig, F. N., Tariq, B., & Shabbir, A. (2022). Understanding attention and emotional response towards skippable digital advertisements. 3rd IBA SBS International Conference 2024. Retrieved from https://ir.iba.edu.pk/sbsic/2022/program/35
COinS
Understanding attention and emotional response towards skippable digital advertisements
Boardroom 3, Marriott Hotel, Karachi
In-stream digital advertising has become very common on social media platforms such as YouTube and Facebook. The main purpose of this research is to understand the attention to the brand logo and the emotional response to the skippable In-stream brand advertisements placed during the viewership of digital video content using neuro-marketing tools. Neuro-marketing tools such as an eye-tracker to determine attention and galvanic skin response tool were used to measure the emotional response towards skippable ads. Sixteen participants, eight males, and eight females were selected for this study based on convenience sampling. Each participant was exposed to approximately sixteen minutes of content, three digital videos of five minutes each, and six ads of six seconds each placed during the content. The ads and content were randomly assigned to each participant. The results of the study indicate that participants experienced negative emotions when exposed to skippable ads. The GSR device indicated peak emotions pertaining to anger and disgust as soon as ads were shown. The eye-tracking data was used to determine the fixations with respect to the brand. Hence, the AOI (area of interest) defined for each ad involved the brand logo. TTFF (time to the first fixation) for each brand AOI was high indicating that respondents paid little attention compared to the other elements of the ads. This study has implications for advertisers in terms of short-duration ad design.
