化观众情绪为广告影响力研究报告

Advertising Impact in Sports WE KNOW SPORTS BRING BOTH THEATTENTION AND THE AUDIENCE IN SPORTS TO DRIVE IMPACT DISNEYMAGICWORDSUsing technology and data tohelp advertisers connect withkey moments and emotions TAXONOMY IDENTIFICATIONAND METADATA TAGGING CREATIVE OPTIMIZATIONThe tech then analyzesscenes and serves up relevantads, helping advertisers placethe right creative soon after Disney's data scientists runVideo AI models to determinethe object, dialogue, locations,moods/emotions, etc. of eachscene; and then roll them into Brands can reach the rightaudience at the rightmoment, effectively 2-PRONGEDMETHODOLOGY VISUALATTENTIONTRACKING ADEFFECTIVENESSTESTING Leveraged TVision data + ESPN’s second bysecond “probability win %” to understand… Controlled testing of ads in sports to quantify…The impact on brand metrics when ads arealigned to specific scenes and emotions during Attention to ads in sports content after excitingmoments Visual AttentionMETHODOLOGY THE SCOPEAD EFFECTIVENESS TYPE OF SPORTS Sports fans (n=3,610) were recruited fromrepresentative online panel. In the survey, fans watched content and were served adsat random. All ads were mid-roll video. Theresearch scope was extensive, including arange of brand verticals and sporting events, •Each included multiple games•NCAA Football includedBowl games (e.g.,Cotton Bowl,etc.)and non-Bowl games BRAND VERTICALS TravelTelecommFast Casual Dining TEST CELLS Ad for the test brand delivered after scene that matchesin moodor excitement Examples include:Ad featuringexcitement served INSIGHTS Game-Changing Insightson Advertising in Sports AD ATTENTIONPEAKS AFTEREXCITINGMOMENTS INSPORTS Advertisers gain an additional2.6 seconds of attention VISUAL AD ATTENTION TIME, SECOND BY SECOND Exciting Moments Indexed to Non-Exciting Moments INCREASED BUMP INAD ATTENTION LASTS~25 SECONDS PAST Interestingly, attention is not higherfor the first 5 seconds after the excitingmoment, potentially indicating viewers BOOST IN ADATTENTION OCCURSREGARDLESS OF WHOVIEWERS CHEER FOR Attention is amplified further when the ad ismatched to the moment (e.g., positivesentiment ad aligned with winning moment) ADS ALIGNED TOTHE MOOD ANDMOMENTPOSITIVELYIMPACT BRANDMETRICS Viewers were also 5%more likely to beopen toseeing the ad againwithMagic Words ALIGNING TO THEMOMENT HELPSTHE CREATIVE GOFURTHER Additionally, smart alignment generatesexcitement for brands across verticals, such as FINDINGS PEAK ATTENTIONAds after exciting moments in sportsgarner more attention EXCITEMENT IS EXCITEMENTBoost in attentiveness occurs regardlessof team loyalty MOOD MATCH = BRAND IMPACTAds aligned with relevant moments are more memorable andmore effective at driving Brand Favorability and Search Intent NCAA WOMEN’S BASKETBALLAd attention after exciting sports moments CREATIVE WORKS HARDERThe creative itself is perceived more positively whenaligned with relevant moments in sports, building brandexcitement ATTENTION THAT LASTSHigher attention lasts ~25 secondspost-excitement