TV Magnify Delivers Increased Attention, Brand Recall and Purchase Intent
A study conducted with neuromarketing and eye-tracking AI technology provider Neurons found that VDX.tv’s TV Magnify solution and VDX creative ad units retained user attention more effectively than standard connected TV (CTV) ads. The following are results when comparing TV Magnify VDX ads to standard CTV ads:
About the Study
For the Neurons - VDX.tv study, 800 participants (aged 25-64) were divided into three groups, with each group exposed to a financial services company ad and asked to complete a survey upon viewing the ad. Group 1 was shown a standard CTV ad, Group 2 was shown a VDXCTV ad with custom canvas, and Group 3 was served the VDX ad via TV Magnify.
The study found that VDX delivered through TVMagnify drives greater brand impact among participants than standard CTV ads:
· 56% increase in Attention
· 17% increase in Brand Recall
· 23% increase in Emotional Association – “Engaging”
Additionally,VDX delivered through TV Magnify positively impacted key brand outcomes whencompared against a standard CTV ad:
· 50% increase in likelihood of opening account with provider
· 12% increase in likelihood of visiting company website
VDX.tv’s CTV VDX creative was found to capture higher attention at the teaser stage, and keep users more captivated for longer at the engagement stage, as video played on a custom canvas with the brand message, logo, and QR code promoting further brand exploration. The sequential messaging on personal devices following the VDX CTV ad was shown to yield greater brand impact.