Editor’s Note: The following presentation was among the highest scoring presentations at ARF’s AUDIENCExSCIENCE Conference.
Carl Marci, M.D. – Chief Neuroscientist, Nielsen Consumer Neuroscience and Beth Rockwood – VP, Portfolio Research, Turner Broadcasting System, Inc.:
This study examined how consumers experience short-form ads (i.e., 6s) and ad pods relative to traditional formats (i.e., 15s and 30s ads). We tested in the context of media, including regular programming.
- Tested in lab. Tested in the context of media, including regular programming – comedy (“Two People on Earth” episodes).
- Metrics reported: biometric, eye-tracking, facial coding, and self-report.
- The longer the ad, the more branding potential but 6s are doing well in proportion to the branding opportunity.
- Regardless of length, viewers usually fixate on about half of the ad.
- Distribution of time in fixation on branding shows variety in creative. Average total time in fixation on branding is less for 6s.
- Engagement with 6s ad pods and traditional ad pods at parity. When compared to the entire traditional ad pod (not just position A traditional ads), 6 second ads performed similarly to 15s and 30s (measured by biometric engagement).
- 6s ad pods struggle to reach and sustain an emotional payoff.
- Creative variability exists in both 6s and traditional ad pods.
- Measured by facial coding, 6s ads less likely to elicit expressed emotion.
- Recall and consumer attitude:
- 6s aided recall falls below that of 15s and 30s ads.
- “Mental availability” (awareness) of brand impacts aided recall of 6s ads – larger brands with higher market share recalled better. 6s ads as a complement may be the way to go.
- Participants reflect positively on 6s ads in general: 40% said that the ads were informative.
As we move forward, we have to look at different groups of advertisers and creatives very differently in what they can do with 6s.
Marci, C., and Rockwood, B. Leveraging 6-Second Ads in Today’s World. Presented at the ARF AUDIENCExSCIENCE Conference on June 13, 2018.