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Advertising Assessment Metrics

Ad Clutter

Refers to when multiple ads appear in the same space, either adjacent or close by, such as on websites, television networks, newspapers or other advertising channels and platforms.

Ad Tracking

Research performed in-market that monitors a brand’s performance based on a particular ad or ad campaign to determine the effectiveness of the ad’s ability to deliver brand recall (see “Recall, Brand”) or message playback as an indicator of the quality of the ad’s performance.

Advertising Reach

The estimated number of people or households exposed to an ad or advertising campaign at least once, often expressed as a percentage of the total number of people in a target audience or in a specific geography.

Advertising Wearout

The condition in which an advertisement no longer has the desired, or any, effect on consumer attitudes (see “Attitude”) or behavior (see “Behavior”) due to prolonged or repeated exposure (see “Advertising Exposure”); also refers to the time point (for example, X number of times of repetition or duration) at which an advertisement is no longer effective (see “Advertising Effectiveness”) due to prolonged or repeated exposure.

Affect

In media and market research, a feeling or emotion experienced in response to a brand, product, advertisement or other marketing stimuli. According to modern psychology, affective responses are composed of three dimensions: Valence (see “Valence”), arousal (see “Arousal”) and motivational intensity (see “Motivational Intensity”). The term affective response should not be confused with the term mood (see “Mood”).

Affective Response

In media and market research, a feeling or emotion experienced in response to a brand, product, advertisement or other marketing stimuli. According to modern psychology, affective responses are composed of three dimensions: Valence (see “Valence”), arousal (see “Arousal”) and motivational intensity (see “Motivational Intensity”). The term affective response should not be confused with the term mood (see “Mood”).

AOA / Area of Analysis

A term related to eye tracking analysis (see “Eye Tracking”). A defined area within a creative execution of particular importance to the advertisers. Commonly includes key messaging or branding. Also referred to as an “AOA / Area of Interest.”

Attention

The act or state of applying focus to something; a selective narrowing of brain resources. In advertising, the degree to which consumers are conscious of, and at least marginally focused on, an advertisement or media vehicle. This can be measured in several ways, including self-report, accurate recall of specific stimulus features, eye tracking (see “Eye Tracking”) and EEG (see “Electroencephalography (EEG)”).

Behavior

Action taken after or during exposure to an advertisement (see “Advertising Exposure”). Common types can include engaging with the ad, visiting an advertiser’s site, posting about it on social media, conducting an online search of the brand, doing research on the brand, or purchasing the advertised product or service. Specific types of this during an exposure that are often measured include moving one’s eyes to a point on the screen or page, scrolling to a certain point, clicking away from the ad or pausing or muting a video ad.

Brand Association

The relationship between a brand (see “Brand”) and relevant brand attributes (see “Brand Attribute”) in the mind of a consumer. Attributes may include images, emotions (see “Emotions”), colors, values and other meanings that consumers attach to a brand.