EH data gives you both a campaign level view, and then allows you to deep dive on specific creatives and what worked or didn’t work about them. Some of the highlights are:
- Attention: this is measured using eye-tracking. It will give you two looks at attention:
- Attention In Feed: how many seconds on avg the audience looks at the creative in the social media feed (if you’re doing a social test)
- Attention Time Series: how the audience’s attention performs over the duration of the creative
- Emotion: facial coding technology tracks emotional responses to an ad creative, including an overall emotional intensity score plus a detailed breakdown of 6 individual emotions: Happiness, Surprise, Fear, Anger, Disgust and Sadness
- Memory: an Implicit Association Test is used to determine what long term memory associations have been created between the brand and 4 key traits (e.g. Innovative, Premium). 'Trustworthy' is tracked across all tests, plus three traits of your choosing
- Brand Uplift: EH uses a Test & Control survey, so you will get scores & uplifts for Brand Awareness, Brand Favorability, Brand Statements, Consideration, Purchase Intent and Recommendation
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