DoubleClick Rich Media Explores the Science Behind Creative Success
DoubleClick engaged biometric research firm Innerscope, Inc., of Boston, Mass., to analyse the video campaigns determined to be the UK’s best performers in the second half of 2010 based on click-through rates and other interactivity data. These included campaigns by Adidas, Littlewoods, and Samsung. A combination of eye-tracking and biometric monitoring were used to measure visual attention and emotional engagement. The results provide a scientific basis for certain assumptions about ad creation and demonstrate how successful campaigns have employed them.
Read More…