Marketing management is about making decisions. Probably, the toughest decision a marketer has to make, is to decide whether his advertising material will be effective enough to spend important media budgets to transmit or expose it to the target audience. The power of the creative execution of a campaign is the decisive factor in its success or failure. The professional marketer can rely on his own judgement and experience of course. His feeling and instinct will often tell him when something is a hit or a flop. But, an even better way to find out how effective a campaign will be, is to look at it through the eye of the consumer. And that is to be taken literarily. Discover how the consumer-centric MediaAnalyzer pretesting technology and research methodology can help you to improve the effectiveness and efficiency of your advertising campaigns. When the pressure to deliver return on marketing investments (ROMI) is high, spending some budget on pre-testing through AttentionTracking or EmotionTracking is an investment that definitely pays!
As one of the leading specialists in advertising effects, MediaAnalyzer has been enabling customers to optimize their advertisements and marketing communication efficiently and target-group based since 2002. Based on the unique cost-efficient combination of online technology (AttentionTracking and EmotionTracking) and surveying, complex and action-based analysis on multiple advertising elements can be delivered in less than ten days.
AttentionTracking™ by MediaAnalyzer
In the blink of an eye during which viewers see ads, the AttentionTracking system measures if your advertisement is attracting attention and where the viewer is looking. Developed by the company's founders, AttentionTracking is available only from MediaAnalyzer. It is a faster, cost-effective, more efficient method of measurement than traditional eye tracking.
AttentionTracking™: how it works
This is an interactive, online-based procedure for measuring attention. While respondents complete a test in a play-like fashion on their PC at home, we are able to measure precisely where they are looking whilst viewing the visual on the screen. The procedure takes advantage of the fact that humans are only in command of a single, inseparable attention span which controls their motor functions as well as their perception. The hand and eye-movements of the respondents are synchronized in a short training session. Missing values or deliberate faulty tests can be filtered using algorithms. Through the independency of further hardware, the test can be run universally directly on the PCs of the participants. Therefore even complex target groups can easily be reached nation-wide and representatively.
Advertsisng Effectiveness Analysis by MediaAnalyzer
MediaAnalyzer offers an extensive, action and recommendation oriented pre or post-test on the effect of your advertising. The basis of MediaAnalyzer tests is the integration of attention analysis with AttentionTracking™ and a detailed survey, by which MediaAnalyzer also assesses if the viewer/reader will remember your brand (or think it is an ad for a competitor), understand the ad, affected by the brand emotionally and intends to purchase your product. This goes beyond whether the viewer saw your ad and reliably predicts their purchasing intent.
Contact. Only what is seen can make an impact. The most important task of any ad (in an editorial environment) is to draw the viewer's/reader's attention to it and hold it.
Perception. The viewer should absorb the central contents of the ad in the desired way, without being visually overburdened.
Cognition. The viewer needs to be able to understand and remember the content elements of the ad.
Emotion. Emotion and overall liking are important contributors to recollection and action.
Branding. The entire effect of an ad only contributes to the image of the brand when the brand is perceived and recalled and when the brand fit is right.
Action (Buying Impulse). Advertising serves to encourage sales. Ads therefore have to trigger a buying impulse; be it directly or indirectly.
There is a MediaAnalyzer solution for all your creative!
Each of our solutions is optimized for a particular type of advertising, including:
| Print.Analyzer |
For print advertisements (download brochure) |
| POS.Analyzer |
For point-of-sale merchandising
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| Outdoor.Analyzer |
For billboard and other environmental advertisements |
| Mailing.Analyzer |
For direct mailings |
| WebAd.Analyzer |
For web advertising and other interactive properties |
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NEW
EmotionTracking by MediaAnalyzer
Spot.Analyzer with EmotionTracking
EmotionTracking is a new technology developed to visualize 'live' the emotional response of viewers towards video and TV commercials. The emotional response of viewers is recorded online without interupting the viewing of the respondent. No other equipment than a PC, a mouse and a broadband internet connection is needed to measure the emotional effectiviness of commercials on large or specific target groups in a fast and cost-efficient way.
The emotion curve can be visualized next to the story board for further optimization of the spot or film.
Spot.Analyzer can of course also be used to measure the emotional response to radio commercials! (download brochure)
Feel free to contact us for more information and a demo of the MediaAnalyzer solutions.