Abstract
The advertising industry depends on an effective assessment of the impact of advertising as a key performance metric for their products. However, current assessment methods have relied on either indirect inference from observing changes in consumer behavior after the launch of an advertising campaign, which has long cycle times and requires an ad campaign to have already have been launched (often meaning costs having been sunk). Or through surveys or focus groups, which have a potential for experimental biases, peer pressure, and other psychological and sociological phenomena that can reduce the effectiveness of the study. In this paper, we investigate a new approach to assess the impact of advertisement by utilizing low-cost EEG headbands to record and assess the measurable impact of advertising on the brain. Our evaluation shows the desired performance of our method based on user experiment with 30 recruited subjects after watching 220 different advertisements. We believe the proposed SVM method can be further developed to a general and scalable methodology that can enable advertising agencies to assess impact rapidly, quantitatively, and without bias.
Highlights
Advertising plays a critical role in marketing
Thirty participants were in the experiment, each of them is given 4–5 advertisements, to create a sample size of 450, big enough to carry out statistical analysis
The approximately 75% accuracy prediction and the converging cross-validation curve result together show that the EEG signal and edited AIDA metrics model we found is a suitable model
Summary
Advertising plays a critical role in marketing. Current methodologies, including both direct observation (questionnaires and focus groups prior to starting of the advertising campaign), and indirect (trends in sales or consumer interest during and after a campaign), tend to have practical or experimental challenges that reduce the effectiveness of the assessment (Goldberg, 1990; Ducoffe, 1996; Elliott and Speck, 1998; Lewis and Reiley, 2009; Ostrovsky and Schwarz, 2011). Direct observation methods include questionnaires, and focus groups, where yet to be released advertisements (or multiple versions of an advertisement) are shown to a select group of viewers selected to be representative of the advertisement’s intended audience. The viewers answer questions and provide feedback during a survey or engage in discussion with the organizers; the results or discussion are analyzed by the advertising team to try to assess how well the advertisement fulfils the criteria of their campaign (Gaines et al, 2007).
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