Eye Tracking, Lady Gaga and Product Placement

On January 15, 2014
gaga1When it comes to product placement, how do you measure exposure? Can you measure brand and ad recall? Can you get a feeling for overall impact? How can you create standards for matching a product with the most effective context? Are there reliable metrics to help with pricing more competitive product placements over others?
Brand managers want to know which are the factors that determine the impact of placing products in entertainment programming (gaming, music videos or television shows). To further understand the attention these embedded products demand, methodology needs to go beyond traditional testing with observation, self-reporting or post-exposure questionnaires.
KeyLime Interactive (usability testing) took one step further and conducted a pilot study using SMI remote eye tracking to capture attention data over the  award winning music video Bad Romance. So let’s see what Lady Gaga‘s Bad Romance video can teach us about embedded branding – the marketing tactic of placing branded products inside emotionally engaging and relevant programming.
The objective was to determine if there were significant trends in size of branded products or length of exposure that reliably result in product recall.
Over the span of its five-minute running time, Lady Gaga’s music video Bad Romance includes a host of branded items including shots of an HP Envy laptop, Nemiroff Lex Vodka, Carrera sunglasses, an iPod classic, a Wii controller and Dr. Dre headphones and ear buds.
This video was considered to have enough diversity in size, duration of exposure and branding to draw some preliminary conclusions about the parameters that lead to recall. They measured attention data over the video using eye tracking to determine which were the important predictors of product recall.
Results show that important predictors of visual attention are frequency of product appearance but not display size.
Some products had parallel brands competing with their exposure or other semantic attractors that likely disrupted their call for attention.
recalledThe relationship between the amount of time participants dwelled on a product and the number of appearances  that product made explains nearly 92% of cued recalls.
This pilot study (with 43 participants) indicates parameters that enhance the return on investment for embedding products. Ideally, a follow-up study will verify those parameters testing different designs across different media.
SMI remote eye tracking and the SMI Experiment Suite software package for gaze tracking studies were used in this study. With its dynamic areas of interest tool SMI BeGaze software associates eye tracking data to key objects in the video. In this study the tool was used to objectively assess visual attention for embedded products. For more information, click here.

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