A leading media company wanted to understand how consumers view advertising across different platforms.
What we did:
We conducted Central location Biometric interviews at our lab where respondents viewed different content and advertising across different platforms (television, tablet, mobile and laptops). Ten different ad campaigns were tested across different industries. After viewing, respondents were surveyed on a variety of metrics including recall and purchase intent change.
The results of our study clearly demonstrated that one size does not fit all when it comes to creative development. What tested well in television did not test well on other platforms. This was universal across ads from 10 different industries. Eye tracking data revealed different viewing patterns by platform which necessitated different branding strategies and creative execution.