Methods for Measuring Advertising Effectiveness
With our proprietary technologies, we are able to meet our clients’ growing need for comprehensive analysis of advertising impact. Our established methods for attention measurement (AttentionTracking) and emotion measurement (EmotionTracking) extend our online survey to include the non-verbal impact level.
The most important spontaneous drivers of advertising impact are impact (attention intensity) and emotionality.
Attention means more than the mere conspicuousness of the advertising. Rather, it is primarily a matter of how the viewer’s attention is guided through a poster and its content, for example, without overlooking important elements. Emotionality works on several levels. Among other things, it contributes to better anchoring of the message and sender in the memory and increases the activation performance of the campaign.