2016 09 29 profacts the impact of screensize
Post on 06-Apr-2017
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dr. Jelle Demanet
Does Size Matter?
The impact of SCREEN
SIZE on emotion and
attention while
watching commercials
Experimental Design
Size sample: 15 respondents
Location: Kinepolis Gent
Mean age: 22.7
Cinema TV PC Smartphone
Size sample: 15 respondents
Location: NeuroLab@Profacts
Mean age: 23.5
Size sample: 15 respondents
Location: NeuroLab@Profacts
Mean age: 22.5
7 8 7 8 7 8 7 8
Size sample: 15 respondents
Location: NeuroLab@Profacts
Mean age: 22.1
SMARTPHONE5 inches
PC14 inches
TV48 inches
CINEMA SCREEN1000 inches
Viewing angle constant over conditions
Viewing angle was kept constant over conditions
SMARTPHONE5 inches
PC14 inches
TV48 inches
CINEMA SCREEN1000 inches
Four
Conditions
Movie trailers Commercials (425s) Movie
Course of the Study
Schweppes – 15” Volkswagen – 47” Danone – 20” ING – 31”
Nutella – 15” Peugeot – 45” Club Med– 31” H&M– 60”
Dovy Keukens – 30” Spa– 42” Engie Electrabel – 45” Duvel – 45”
Selection of Commercials
Set-Up
and
Recruitment
Eye-tracking
Eye-tracking
Physiology
ATTENTION
ATTENTION
“Time On Screen”
ATTENTION
“Time On Screen”
85%
79%77%
74%
60%
70%
80%
90%
100%
CINEMA TV PC SMARTPHONE
1022,5
960,1938,3
821,9
600
700
800
900
1000
1100
CINEMA TV PC SMARTPHONE
Percentage Time on Screen Number of Fixations On Screen
ATTENTION
Number of Revisits
ATTENTION
Susceptibility to distraction
Average Number of Distractive Eye Movements
0
5
10
15
20
25
30
35
CINEMA TV PC SMARTPHONE
AROUSAL
Arousal
has a huge impact
on memory
You are now
experiencing
POSITIVE arousal
You are now
experiencing
NEGATIVE arousal
AROUSAL
AROUSAL
Skin Conductance Heart Rate Variability
Arousal
AROUSAL
CINEMA TV PC SMARTPHONE
CommercialBreak
Movie
Seconds
EMOTIONS
EMOTIONS
FACIALELECTROMYOGRAPHY
POSITIVE EMOTION
NEGATIVE EMOTION
EMOTIONS
Net Positivity Index
0
10
20
30
40
50
CINEMA TV PC SMARTPHONE
Does Size Matter?
Attention to ads improves with screen size
Arousal level is higher on very big screens
No effect of screen size for smaller screens
Emotions more positive/less negative on very big screens
No effect of screen size for smaller screens
Thanks!
jelle.demanet@profacts.be
jelle@impulseresearch.be
@jeldeman
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