Ad Research Milestones
C3R presents a seminal study in partnership with MTV at the Ad Research Foundation’s Rethink conference. We showed that only 1 in 3 online ads receive an eye gaze, and of those, the gaze is held for an average of 1.2 seconds. If the consumer’s interest is not earned in a split second, they divert their gaze in an automatic reaction.
Through extensive R&D, C3R develops the AEP model, which measures Digital Ad Effectiveness, and an Advertising Scorecard.
C3R completes another seminal study for the Interactive Advertising Bureau on a new genre of digital advertising called the Rising Star Ad Units.
What We Do at the Ad Lab
Through mathematical modeling, user surveys, eye-tracking systems and more, we offer everything from basic ideation to comprehensive reports with usable quantitative and qualitative data — for the power to make your ads say more, mean more, and do more.
Ad Concept Generation
Consumer creative groups are used to generate Ad Concepts that resonate.
Ad Concept Testing
Survey based methods to test shortlisted ad concepts and pick the winner.
Display and Video Ad Testing
Eye Tracking and Frame by Frame analysis is conducted for display and video ads.
Ad Effectiveness Modeling
Our model helps optimize creative execution for optimal marketplace performance.
Ad Tracking Study
Longitudinal tracking studies for Ad Awareness, Attitudes, and Usage.
Ad Effectiveness model tells us where the test ad is failing. Eye tracker sessions are then conducted for generating solutions for redesign.
Store Merchandising / Fact Tags Research
Retail fact tags are tested to understand how consumers process fact tag information to design fact tags.
Online Asset Testing
Online Assets such as Decision Aids and Online Tools are optimized based on Eye Tracking studies.
The AEP Model for digital advertising
The digital advertising processing model, developed by C3Research, is based on the understanding that most digital ads are likely to be processed actively, in what is known as the Central Route to Processing.
Ads are measured in the Lab on three dimensions – Attention, Engagement, Persuasion – and seventeen variables. Mathematical models help determine what is driving brand equity, ad attitude, and brand action.
These models have high R-squares, predicting user behavior to greater than 75% certainty, which suggest their effectiveness in measuring the impact on overall brand equity. They can be used to pinpoint where an ad is breaking down in a chain of effects and how it can be optimized for better performance.
A two phase process is used for digital ad testing and optimization. In the first phase, Ad Testing is done using the AEP model. The test reveals where the Test Ad is breaking down. The Test Ad is then taken to the Eye Tracker lab for detailed analysis and to understand how the problem areas can be improved. The Test Ad may undergo several iterations in the Lab with different versions of the Ad until the research shows the Ad is ready for launch. The process can result in dramatic improvements in an Ad’s actual market performance.
PHASE 1: AD TESTING
In the quantitative phase, mock websites are developed for respondents to browse, and digital ads are embedded in the websites. Once respondents finish browsing, they continue to a detailed questionnaire that measures the ad’s Attention, Engagement, Persuasion, and Brand Equity scores.
Phase 2: Creative Optimization
Using the findings from the quantitative phase, a follow-up qualitative phase is conducted to explore the weak areas of an ad. This phase is conducted with eye trackers to see how the ads can be improved to raise their overall effectiveness. The structure of the qualitative sessions includes free browsing, followed by a survey, and lastly a debrief stage. Rapid prototypes of the ad with the suggested improvements can be created to test further in the eye tracker lab.
WHAT IS YOUR AD’S AQ?
The AQ Score: Measuring an Ad’s ADVERTISING QUOTIENT
The AQ score is directly correlated to a Digital Ad’s ability to build brand preference and equity. Higher AQ scores results in better marketplace performance. Much like IQ (Intelligence Quotient), an ad’s AQ is based on a 200 point index score. The overall AQ score tells us how the ad is performing against other Ads and how it will most likely perform outside the lab. A deep-dive into each of the three components of the AQ (Attention, Ad Engagement, Message Persuasion) tells us where the test ad is weak compared to other ads. An ad’s AQ score can be raised significantly using our research methodology.
Once the weak areas of the Ad are accurately determined from the AQ analysis, a qualitative follow up study in the Eye Tracker lab is conducted to see how the Ad can be improved to raise the AQ score.