Ads, visual media content change body reactions: CNN study

June 18th, 2009 - 8:02 pm ICT by IANS  

New Delhi, June 18 (IANS) Advertisements and programmes on television and multimedia change body reactions in viewers such as heart and respiratory rates, motion and cause galvanic skin response such as sweating to suggest “attention” and “engagement” with the content, a new study by the CNN International released Thursday says.
The biometric research proved that television and online content prompted an emotional response from the audience contrary to popular belief that viewers disengage once scheduled programming ends, said a statement by CNN.

The results of the study also showed that “engagement” actually can increase during ad breaks, as much as by 10 percent.

“The study shows that it is content that provides the springboard for advertisers to secure meaningful connections with the audiences. It provides valuable industry insight to help make brands smarter,” said William Hsu, vice-president of advertising, sales Asia Pacific, CNN International.

The biometric reaction was collected by using a lightweight ’smart vest’ which respondents wore while watching CNN programming and advertising.

Findings say brands which choose multimedia campaigns to communicate their advertising messages are more memorable to consumers and are more likely to enhance perception of their brands because it prompts an emotional response.

The CASE study (Cross-platform Advertising Study on Effectiveness and Engagement) consisted of a rigorous two-stage approach. Stage one involved a multinational online study of cross-platform effectiveness in which consumers were exposed to diverse media experiences. Stage two measured attention and engagement through a variety of techniques including biometrics, eye tracking and in-depth interviews.

According to the study, users’ eyes are glued to the video window (in this case the CNN website) for 66-80 percent of the time that the video story was playing. Video attention is higher during the pre-roll ad. In fact, on an average, users’ eyes are on the pre-roll ad for 77-87 percent of its duration.

The study used the eye-tracking technology to measure the time viewers spend gazing at points on a web or mobile page.

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