Tag: advertising

A.I. predictions to tackle the ‘3 seconds rule’ in (digital) advertising

SAAS-tool Brainsight predicts viewing behavior and visual performance of (digital) ads and videos

New developments in artificial intelligence show that A.I. models are excellent predictors for viewing behavior. In today’s attention economy, consumers are time-poor and easily distracted, which is why the marketing industry often refers to the so-called ‘3-second rule’, indicating that advertisers need to get brand recall and their message across instantly; quite a challenge for creatives and digital marketers. With new A.I. tools entering the market it is possible to pretest ad-performance and tackle this issue.

Most digital ads are tested post-live, for instance with A/B testing. Researching performance of (digital) out-of-home is even more difficult and sophisticated. By combining neuroscience and A.I. research, visual attention and visual clarity can be predicted in advance.

Predicting viewers’ attention

In the past years, studies* have been conducted by renowned universities, like MIT, to research and map viewing behavior. It appears that instant visual attention is influenced by elements like color, size, contrast, shape, location, etc. With the help of A.I. and machine learning, predictive models have been developed, the latest with accuracy rates of 94% compared to live eye tracking research.

Now that visual attention can be made predictive, new commercial tools enter the (digital) marketing industry to help them with the 3-second rule.

Eye Tracking Heatmaps

Researching visual- and viewing behavior is generally conducted with eye tracking technology, where dozens of people (‘s eyes) are being tracked while they watch images and videos. With heatmaps, the consolidated data of their gaze-points are visualized, showing where people (do not) look, how their attention is distributed and whether they focus on only a few or many parts in the image. These are all indicators of visual attention. Did viewers see your logo? Was your ‘call-to-action’ button overlooked?

“Apart from qualitative research for large budget productions, data-analytics has become the norm for testing ad-performance. But data only comes in after a campaign has been launched. Predictive A.I. models are a cost-efficient way to pretest and optimize designs before starting a campaign,” says Roger van der Spek, Managing Director of Braingineers, an Amsterdam-based neuromarketing research/tech agency.

Predictive A.I. tools

Predictive models have found their way to the market with tools that can instantly create eye tracking heatmaps, without the need for extensive research. Pretesting viewing behavior will therefore become more common and with a fraction of the cost of live-eye tracking research, also smaller marketing agencies and independent professionals can use this method. Roger: “With online tools, pretesting or benchmarking ad content on clarity or attention can easily be done instantly, by one person and from any location.”

Brainsight

The latest tool in the market is Brainsight  by Braingineers.

Max van Kaathoven, founder and CTO, explains: “In the past years we’ve conducted hundreds of neuromarketing-studies for digital customer journeys, always including eye tracking. By combining the latest A.I. models with that expertise and data, we have been able to develop a front-running tool.”

4 Ways Tech-Based Businesses Can Benefit From Using Classic Visual Advertising

There’s no doubt that technology has had a profound impact on the way businesses operate. With new advancements in software and hardware, companies can run more efficiently and provide better products and services to their customers. However, some aspects of the business have remained unchanged for centuries and will likely continue to do so. One such aspect is visual advertising. Classic visual advertising methods still work well for certain businesses, even in our tech-driven world. This blog post will discuss four ways tech-based firms can benefit from classic visual advertising techniques!

1. Use A Variety Of Ads

In addition to being a creative professional, you must understand the basics of image creation and layout. This is because for your ads to be effective, they must work with your target audience’s existing knowledge. For many people, this means using standard symbols and imagery.

In most cases, you can accomplish this by creating images that incorporate both text and graphics, and there is no better way than using custom-made photos and infographics. Check this website for great ideas on customized material. However, it is crucial to work with a professional who can provide you with various materials like graphics, infographics, and advertorials.

For example, a business that deals with men’s fashion should create infographics containing pictures of modern-day male celebrities wearing stylish clothes and using accessories from your company. That way, you combine the power of images and text to influence people effectively.

2. Know When To Use A Photograph Or Infographic

When it comes to creating images for visual advertising, there are a few questions that every new business owner should ask. The first question is whether or not they should use a photograph or an infographic. There is no simple answer to this question because it all comes down to personal preference, but there are some things you may want to consider.

First of all, if your business deals with information that is difficult for people to comprehend, an infographic is usually the way to go. However, if your business is more about entertainment or creativity, you should probably opt for a photo. Photos are designed to evoke emotion, while infographics are created to convey information in an easy-to-understand manner. The key to success with infographic design is simplicity.

Another critical thing to consider is what you’re trying to achieve with your visual advertising campaign. For example, if you’re trying to create brand awareness, a photo will probably work better than an infographic. If the goal is to drive traffic to your website or increase conversions, infographics are usually the way to go because they contain information that people want and need.

3. Include a Call to Action in All of Your Ads

While it’s essential to make sure your ads are consistent with your website, you should also make sure they contain an effective call to action. This gives customers a clear idea of what you want them to do next (e.g., sign up for your mailing list) and will help ensure they don’t get distracted or leave without taking the desired action.

One of the most effective ways to include a call to action in your infographics is to use an arrow. For example, if you want people to share your infographic with their friends and family via social media, include an indicator at the bottom of the image that points in the direction of each social network (e.g., Facebook, Twitter).

You can also place a call to action at the end of your copy. It can consist of one or two words that summarize the message your infographic is trying to convey (e.g., “click here”). The idea is to provide customers with an actionable next step, which helps increase conversions and keep them engaged with your company.

4. Use Visual Marketing In Social Media

 

Social media sites like Facebook and Instagram have become very popular, especially among young people who are more likely to make purchasing decisions based on what others say online. Using visual marketing in social media allows you to attract a larger audience by showing them what your business is about.

You can use images in your social media pages to help people find out more about who you are and the types of products and services you offer. You can also include pictures in your Facebook or Instagram posts so that people will quickly understand what the post is about without having to read a lot of text.

If you decide to incorporate classic visual advertising techniques into your tech-based business, it’s important to remember that quality should always take priority over quantity. Make sure you have images that are well-designed and professional-looking. This way, your ads will stand out against the competition while still respecting your target audience’s previous knowledge. With these tips in mind, you’ll be able to incorporate classic visual advertising into your tech-based business successfully.