For this week’s ad battle, FEELIN is presenting two contestants who are both good at adding thrills in life: Bet777 and Napoleon. But when communicating about “thrill”, the contestants have adopted different perspectives and, accordingly, different advertising approaches. For Napoleon, gambling is an exciting and elegant form of entertainment, whereas for Bet777, gambling is not just fun (but still, a lot of fun), but also an activity that requires self-regulation and control. You might think it’s kind of boring, but what if this message is brought to you by Jean-Claude Van Damme?
How will the audience perceive each spot? Let’s find out the results now.
Of course, the take-away version is available here:
- Bet777’s humorous design proves to have a strong emotional impact on viewers. It’s a smart strategy to associate key information with positive emotions, since positive emotional appeal can enhance the attractiveness of the message.
- Napoleon’s ad is characterized by elements of thrill and suspense. However, the content did not trigger significant emotional responses in viewers.
- Bet777’s video succeeded in capturing viewers’ attention within the first 1.25 seconds. But this success is followed by a significant drop in attention (a distraction) from 1.25 to 2.5 seconds. The appearance of Jean-Claude Van Damme helped increasing the attention level as from 3 seconds.
- As for Napoleon’s ad, viewers remain engaged on a stable level until the end.
- Our eye-tracking analysis shows that Bet777’s logo displayed on the smartphone is hardly fixated by viewers, whereas in Napoleon’s video, their logo in the lower left corner is noticed and read by viewers.
- The winner of FEELIN’s Ad Battle #7 goes to Bet777! But a narrow victory this time…
Round One: Emotional Impact
Bet777: 19.57% of Feelers reacted with strong emotions, the dominant emotion here is happiness (15.2%).
Napoleon Sports & Casino: Only 6.38% of Feelers reacted with strong emotions.
In this round, Bet777’s humorous design proves to have a strong emotional impact on viewers (male viewers particularly). The segments that elicited strong positive reactions coincide with the moments when the video key message is displayed.
Tips from FEELIN: It’s a smart strategy to associate key information with positive emotions, since positive emotional appeal increases the advertisement’s potential to draw attention and enhances both attractiveness of the message and brand recall.
In contrast, Napoleon’s production displays the protagonist in the center of different types of sport activities. Throughout the video, the dominant atmosphere is thrill and suspense, characterized by bleak pictures and fast transitions between scenes. However, the content did not trigger significant emotional responses in viewers.
The result is clear… Bet777 is the winner of Round One!
Round Two: Attentional Power
For Round Two, Bet777 achieved an attentional score of 61.47% and Napoleon Sports & Casino reached 57.4%.
Starting with Bet777’s video, we observe a huge up and down of the attention level during the first 5 seconds. The ad succeeded in capturing viewers’ attention within the first 1.25 seconds. But this success is followed by a significant drop in attention (a distraction) from 1.25 to 2.5 seconds (How so? We’ll explain it further in Round Three). The attention level quickly recovers as from 3 seconds thanks to Jean-Claude Van Damme and remains relatively high and stable until the end.
Tips from FEELIN: It’s crucial for brands to capture consumers’ attention and keep them highly engaged during the first seconds. Research shows that a distraction (decrease of attention) during the first 5 seconds increases the likelihood that consumers stop watching the commercial.
As for Napoleon’s ad, though the attention level is in general slightly lower compared to Bet777, viewers remain constantly engaged on a stable level until the end.
Bet777 is here again the winner of Round Two, but there’s still potential for improvement.
Round Three: Eye-tracking analysis
In Bet777’s video, all key elements such as logo, protagonist and tagline are most of the time well fixated by viewers. However, as we can see on the first heatmap, the logo on the smartphone screen is hardly noticed by viewers. Instead, viewers’ gaze seems to be distracted by the popcorn.
Tips from FEELIN: A direct shot on the screen + more interactions between protagonist and phone could possibly direct viewers’ gaze toward the logo/product (see heatmap captures below). We didn’t make this up! Remember the Apple Music ad featuring Taylor Swift and Drake? That’s where we discovered how powerful this strategy is.
Turning to Napoleon’s ad, all key elements such as logo, protagonist and tagline are well fixated by viewers. Even the small logo in the lower left corner of the screen is noticed by viewers within the first seconds, which will greatly contribute to brand remembrance.
Nevertheless, in both ads, the elements displayed at the bottom of the screen in the end scene are not sufficiently fixated by viewers .
So, for Round Three, the winner goes to Napoleon Sports & Casino!
Was our analysis useful to you? If you want to test the effectiveness of your own video content, request a demo to see how FEELIN can help you make the best of your ads!