Thanks to the Internet, moving images have evolved to an ubiquitous advertising format and there is evidence that each screen has its emotional added value and combined they increase campaign success.
How do contents act on the four different screens - TV, laptop, tablet and smartphone?
Which screen is suitable for which campaign? What emotions are triggered? All such kind of questions can now be answered by neuroscience measurement methods.
According to results gained from test groups, that saw an identical program with various advertisements on different devices, emotions adjudicate on how we behave and the choices we make.
For the study, the situation of use corresponded to a real scene in the living room or the workplace, or rather the adequate lean-back or lean-forward mode. For the emotion measurement, methods such as eye tracking, emotion tracking and reaction time were chosen, in addition to the questioning.
The results showed how differently the spots performed on the four screens, revealing that each screen has in fact its own value: The big TV screen, when combined with the relaxed lean-back reception, creates the highest positive valence. Accordingly, complex advertising messages are well received and brand perception improved. Furthermore, spots on the TV screen got the highest advertising recalls.
The attentive reception condition in front of the laptop corresponds to a learning situation and leads to a concentrated-critical attitude. Spots with a clear message and oriented on the basis of facts achieve good results, too.
The tablet is like a small TV and ensures a similar relaxed atmosphere when watching videos. Spots are well received regarding brand awareness and interest in the product are perfectly enhanced.
Users are generally attentive during the smartphone reception, which explains why spots seen on the smartphone arouse desires best.
Campaign objectives can therefore be supported through the targeted use of different screens: TV provides high impact potential for atmospheric, emotional spots and the brand image. The laptop works well as a complement for fact-based spots and for anchoring of arguments. Tablets enhance brand awareness and increase interest in the product. The smartphone can activate and makes its point perfectly with short, less complex, humorous spots.
By Daniela La Marca