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Case Study

TV Magnify Delivers Increased Attention, Brand Recall and Purchase Intent

Study with Neuromarketing Technology Company Neurons Finds That VDX.tv Boosts Ad Performance Compared to Standard CTV Ads
TV Magnify Delivers Increased Attention, Brand Recall and Purchase Intent

Results

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:

56%
Increase in Attention
17%
Increase in Brand Recall
50%
Increase in Purchase Intent
56%
Increase in Attention
17%
Increase in Brand Recall
50%
Increase in Purchase Intent
56%
Increase in Attention
17%
Increase in Brand Recall
50%
Increase in Purchase Intent
56%
Increase in Attention
17%
Increase in Brand Recall
56%
Increase in Attention
TV Magnify Delivers Increased Attention, Brand Recall and Purchase Intent
View creative

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.

 

‍

When using the Neurons subconscious 4-power model to analyze CTV experiences, we find many important differences between a standard CTV advertisement and VDX ad units. One crucial difference is the power to keep people's attention when viewing. After 7 seconds, we see a critical drop-off point, where the VDX CTV customized ad manages to keep people engaged far longer as they move to other important elements in the screen. Additionally, we find that the power of VDX also lies in the connection between the VDX customized CTV ad and the additional VDX interactive exposure in the digital environment. With TV Magnify, we find an increase of 56% attention time in seconds and a 17% memory performance compared to traditional CTV standalone. Added to the subconscious behaviors, we also find that there is a high stated connection to taking action based on the advertisement, leading to stronger impact in the long run.
Mike Storm
Chief Operating Office, Neurons
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attention
ctv
digital advertising

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