25-08-2017, 09:32 PM
The New Science of Viral Ads
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INTRODUCTION
It’s the holy grail of digital marketing:
the viral ad, a pitch that large numbers
of viewers decide to share with family
and friends.
Several techniques derived from new
technology can help advertisers attain
this. In our research, two colleagues and I
use infrared eye-tracking scanners to determine
exactly what people are looking
at when they watch video ads. We also use
a system that analyzes facial expressions
to reveal what viewers are feeling. These
technologies make it possible to isolate elements
that cause people to stop watching
and to nd ones that keep them engaged.
In addition, they make it possible to determine
what kinds of ads are most likely
to be shared and what types of people are
most likely to share them. Here are ve big
problems online advertisers face, along
with solutions that have emerged from our
research.
PROBLEM
Prominent Branding Puts
Off Viewers
When people watch ads, they focus on a
few things, such as the actors’ mouths and
eyes. They also focus on logos. This isn’t
the boon it might seem: The more prominent
or intrusive the logo, the more likely
viewers are to stop watching— even if they
know and like the brand. Why? People
seem to have an unconscious aversion to
being persuaded, so when they see a logo,
they resist.
PROBLEM
People Get Bored Right Away
After recording viewers’ expressions with
video cameras, we use automated technology
that measures the distances between
various parts of the face to identify smiles,
frowns, and other expressions that correlate
closely with emotions. (Previous research
relied on human coders; automating
the process improves accuracy and allows
for a much larger sampling.) After analyzing
thousands of reactions to many ads,
second by second, and tracking exactly
when people stop watching, we found that
keeping viewers involved depends in large
part on two emotions: joy and surprise. To
maximize viewership, it’s important to
generate at least one of these responses
early on. Traditionally, though, advertisers
have constructed narratives that escalate
toward a dramatic climax or a surprise ending.
Such commercials may have worked
on TV decades ago, but today’s online
viewers need to be hooked in the opening
seconds.