Title

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.

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

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Jun 23rd, 4:30 PM Jun 23rd, 4:50 PM

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.