how the classic fairy tale inspired the mobile ad...
TRANSCRIPT
![Page 1: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/1.jpg)
How the Classic Fairy
Tale Inspired the Mobile
Ad Strategy
Vuk PavlovicResearch Manager
TRUE IMPACT
Private and confidential.
![Page 2: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/2.jpg)
![Page 3: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/3.jpg)
![Page 4: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/4.jpg)
![Page 5: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/5.jpg)
The idea is simple:
Humanize the customer.
Impact the bottom line.
Private and confidential.
![Page 6: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/6.jpg)
KNOWWHO & WHAT
UNDERSTANDWHY
Private and confidential.
![Page 7: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/7.jpg)
Brain
Metrics
Facial
Expression
Eye
Tracking
Heart Rate
Skin Response
Private and confidential.
![Page 8: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/8.jpg)
GOALTo quantify the impact of mobile ad delivery on:
ATTENTION > RECEPTIVITY > PERCEPTIONbe seen be relevant be chosen
Private and confidential.
![Page 9: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/9.jpg)
The TeamGlobal Thought Leaders in Neuroscience
Diana LucaciCEO & Founder, True Impact
Chair of NMSBA
Dr. Thomas Ramsoy, PhDCEO, Neurons Inc.
Adjunct Faculty Member, Singularity University
Private and confidential.
![Page 10: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/10.jpg)
HOW• Neurometrics
• Biometrics
• Explicit SurveysPrivate and confidential.
![Page 11: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/11.jpg)
Private and confidential.
![Page 12: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/12.jpg)
Methodology
Video Interstitial Ad
vs.
Embedded, Opt-in Ad
62 Participants
32/30 Male/Female
50% 21-29 y.o.
50% 30-45 y.o.
Participants:
Own an iPhone
Regularly use iPhone for gaming
Fluent in English
Right handed
Good vision
Not on medication
Private and confidential.
![Page 13: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/13.jpg)
FULL SCREEN VIDEO INTERSTITIAL
Private and confidential.
![Page 14: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/14.jpg)
EMBEDDED, OPT-IN
AD FORMAT
• Embedded into app environment
• Same orientation as game
• Appears in moments of user need
• Reward based interaction
Private and confidential.
![Page 15: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/15.jpg)
KEY FINDINGS
& INSIGHTS
1. Continual engagement
2. Positive reaction
3. More visual attention
Private and confidential.
![Page 16: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/16.jpg)
0.000
-0.003
0.0010.000
-0.020
0.004
-0.025
-0.020
-0.015
-0.010
-0.005
0.000
0.005
0.010
Cognitive LoadCONTINUAL MENTAL ENGAGEMENT & CONSIDERATION
EMBEDDED, OPT-IN ADS
EARNED 8X MORE
COGNITIVE ENGAGEMENT
8X
Pre Ad During Ad Post Ad
CHANGE IN COGNITIVE EFFORT BY AD FORMAT
Private and confidential.
![Page 17: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/17.jpg)
0.000
-0.004
0.002
0.000 0.000
-0.019
-0.025
-0.020
-0.015
-0.010
-0.005
0.000
0.005
MotivationOVERALL POSITIVE REACTION, BUT…
What is happening during
ad delivery?Pre Ad During Ad Post Ad
CHANGE IN COGNITIVE EFFORT BY AD FORMAT
WTF
Private and confidential.
![Page 18: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/18.jpg)
Visual AttentionMORE TIME SPENT WITH THE AD
40 sec TOTAL FIXATION TIME
19 sec CONTEXTUAL TIME
21 sec TOTAL BRAND TIME
9 sec TOTAL FIXATION TIME
2 sec CONTEXTUAL TIME
7 sec TOTAL BRAND TIME
4.6XTOTAL TIME SPENT WITH THE AD
3.0XTIME SPENT
WITH THE BRAND
EMBEDDED,
OPT-IN ADS EARNED:INTERSTITIAL AD EMBEDDED, OPT-IN AD
Private and confidential.
![Page 19: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/19.jpg)
Visual AttentionTHE ‘RACE TO X’ FACTOR
EMBEDDED, OPT-IN ADINTERSTITIAL AD
Private and confidential.
![Page 20: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/20.jpg)
0.000
-0.004
0.002
0.000 0.000
-0.019
-0.025
-0.020
-0.015
-0.010
-0.005
0.000
0.005
MotivationYES, OVERALL POSITIVE REACTION
EMBEDDED, OPT-IN ADS
PRODUCED 4X MORE
MOTIVATION Pre Ad During Ad Post Ad
CHANGE IN COGNITIVE EFFORT BY AD FORMAT
4X
Private and confidential.
![Page 21: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/21.jpg)
The Majority Watched Vertically
65%of devices remained in vertical
orientation during ad presentation
14%Users that kept devices in vertical
orientation only viewed 14% of the
video before closing the ad
Private and confidential.
![Page 22: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/22.jpg)
Vertical vs. Horizontal DEVICE ORIENTATION MATTERS
Private and confidential.
![Page 23: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/23.jpg)
SUMMARY1. Think different.
2. Consider the ad delivery and context.
3. Consider the person on the other end of the phone.
Private and confidential.
![Page 24: How the Classic Fairy Tale Inspired the Mobile Ad Strategyinsightinnovation.org/wp-content/uploads/2017/06/NA/Vuk.pdf · How the Classic Fairy Tale Inspired the Mobile Ad Strategy](https://reader033.vdocuments.site/reader033/viewer/2022060320/5f0cfafb7e708231d4381581/html5/thumbnails/24.jpg)
www.trueimpact.ca
Humanize your customer and create experiences that add
value to their life and impact the bottom line.
Private and confidential.