Using the P3a to gauge automatic attention to interactive television advertising

Abstract

This paper is the first step to an understanding of how engagement with interactive television advertisements may increase the relevancy of a brand and therefore facilitate the automatic processing of the brand's logo (measured via the P3a) after viewing the advertisement, compared to non-interactive television ads. Event-related potentials (ERPs) and attitudes were measured in response to advertisement specific brands. ERP latencies and self-report measures were analysed with mixed design analysis of variance. P3a latency decreased for the brands associated with the longer interactive ads, but remained stable for the brands associated with the normal ads and increased for the control brands. This indicates that automatic attention was greater for those brands during the brand stimuli which were associated with the Dedicated Advertiser Location (DAL) ads in the ad reel. The findings of this analysis suggest that brands associated with interactive ads do have more attention automatically allocated to them.

Research in reverse: Ad testing using an inductive consumer neuroscience approach

“…Thus, the purpose is to use neurophysiological responses to test product and package design (Reimann, Zaichkowsky, Neuhaus, Bender, & Weber, 2010), advertising (Ambler, Ioannides, & Rose, 2000;Kato et al, 2009;Vecchiato et al, 2011), and brand-related information (Schaefer & Rotte, 2007;Stewart, Pickering, & Sturt, 2004;Treleaven-Hassard et al, 2010) as a basis for effectively discriminating between strategies. For example, a typical application of CNS might consist of having consumers view multiple advertisements for a product in the ad-testing phase while brain wave activity is monitored using EEG.…”

Multitasking With Television Among Adolescents

“…As we predicted, adolescents were less likely to focus on TV when multitasking with computers or video games than when engaging in other forms of multitasking. This may occur because viewers prioritize interactive media over traditional receptive media (Bardhi et al, 2010; Treleaven-Hasard et al, 2010). Thus TV programs targeting adolescents might receive more viewer attention if they do not encourage simultaneous computer use, such as advertising a program-relevant website or computer game.…”

“…Interactive media create a sense of personal involvement, which elicits more cognitive resources than receptive media (Lang, 2000). People allocate more attention to interactive advertising content than to receptive advertising content (Treleaven-Hassard et al, 2010), and college students pay more attention to computers than to the TV when using both (Brasel & Gips, 2011). Qualitative interviews suggest that multitasking adolescents prioritize new media, which tend to be interactive, over traditional media (Bardhi, Rohm, & Sultan, 2010).…”

L’imagerie cérébrale et la conception de produit : vers de nouveaux outils d’évaluation

“…D'après Tupper et Cicerone (1991), les premières analyses EEG relatives aux effets de la télévision et de la publicité datent des années 1970 /1980. Les études en neuromarketing portent principalement sur l'attention, la mémorisation et les émotions provoquées par la publicité (Rossiter, Silberstein, Harris & Nield, 2001 ;Vecchiato et al, 2010 ;Treleaven-Hassard et al, 2010). Roullet et Droulers (2010), rapportent comment les analyses cérébrales permettent de révéler le biais de conformisme : alors qu'une publicité est jugée négativement par des mesures traditionnelles (par ex., entretiens), les réactions cérébrales associées démontrent des résultats différents.…”