VivaKi announces the kick-off of “The Pool’s” Lane 4 research initiative in China, the evaluation of mobile video advertising effectiveness employing neuromarketing research. This is the fourth time that The Pool, which works to create alignment on advertising solutions of the future through the pooling of resources, is launched in China. “The Pool’s” Lane 3 was the first-ever cross-screen neuromarketing study in China comparing the features of TV and online video advertising. The study was greatly recognized by both the market and the international market research industry, receiving nominations for Best Methodological Research and Best Research Paper in the 2013 ESOMAR Congress.
At the moment, the center of multi-screen marketing is shifting towards mobile media. Therefore, Lane 4 will focus on evaluating the value of advertisement on online video site, mobile and tablets. Applying advanced neuroscientific techniques, Lane 4 will study the advertising value of different formats of mobile video advertisement and monitor consumers’ behavior on different mobile devices, to perfect cross-media advertising solutions for the Chinese market.
With the successful launch of previous Lanes, Lane 4 has gathered attention from leading Chinese online video (OLV) websites and advertisers for this year’s program. Participating OLV websites include Youku/Tudou, iQIYI, Sohu Video, leTV, PPS, PPTV, Tencent Video and Pheonix Video; as well as advertisers including P&G, Coca-Cola, LVMH, Reckitt Benckiser, Mengniu, Mars, Wrigley, SGM and Diageo.
VivaKi will continue its cooperation with Brain Intelligence, the leading neuromarketing company in China, and recruit target audiences in Tier 1 and Tier 2 cities that consume online video, mobile and tablet. Effectiveness of the same piece of advertisement on each platform will be tested and compared using neurscientific techniques. The application of neuroscience – the study of the brain – to marketing is a cutting edge research method that has been developed over the past decade, having been successfully applied in fields such as advertising, media, and brand research. The approach has already developed into the mature stage overseas, particularly in the United States. Realizing its powerful advantages in explaining consumer sub-conscious decision making and purchasing process and behavior, many Fortune 500 companies including Microsoft and Nestle have already set up neuroscience marketing research laboratories.
The key research goals of Lane 4 include: features of pre-roll advertising on online video and mobile video touchscreens; advertising effectiveness on different mobile devices; value of creative advertising formats. Meanwhile, observational study will be employed to monitor the visual attention of consumers toward outdoor media and mobile media in outdoor environment. The research analyzes the brain’s cognitive activity as consumers navigate and watch various advertisements across different media, comparing visual attention (VAS metric), emotional scores (Emo.I metric), and a combination of the two (VES metric). The method provides a quantifiable, uniform, and standardized metric that is comparable across all media channels and devices, something that more traditional research methods fail to do in a robust enough manner, and hence offering media and advertising strategy makers a scientific and effective tool.
In the second part of Lane 4, Vivaki invites advertisers to have their mobile advertising effectiveness tracked and monitored. The subsequent analysis is guided from the angle of consumer cognition and behavior in a cross-media environment. By comparing cross-media effectiveness with cost, Lane 4 aims to dig out the cross-media marketing value of mobile video advertisements. This part of the research will be carried out by the well-known online advertisements tracking agency in China – AdMaster.
Development of technology and changes in consumer behavioral pattern present more challenges to advertising in the multi-touchpoint era. “The Pool’s” Lane 4 will apply sophisticated neuroscientific techniques and observational study, together with more traditional questionnaires and case studies to evaluate in depth the effectiveness of mobile video advertising.
By combining traditional and innovative research methods, Lane 4 will produce in-depth scientific insights on features and advertising value of different media touchpoints, offering evidenced, practical, and actionable advice to advertisers in designing their cross-media advertising and evaluation plans. The results of Lane 4 will be published in March 2014.
About The Pool
VivaKi’s The Pool is a first of its kind industry program that unites the financial resources and thought leadership of its clients and a host of content providers to test and create industry standards for advertising solutions of the future. By “pooling” insights and resources, this initiative aims to identify future advertising solutions across a variety of platforms. Participating clients and content providers are given the opportunity to view and evaluate new advertising models and receive access to all proprietary research ahead of the marketplace.