Pre-roll ads that play in front of videos generate distracted suppression instead of focused attention, according to research done by Neurofocus, a year-old Berkeley, CA neuroscience research firm.
“That’s what you get when you’re anxiously waiting for something to upload,” said Dr. A.K. Pradeep, Neurofocus president and founder, who provided iSPOT with an array of fascinating research findings specifically geared to broadband video ads.
Advertisers and agencies will not be happy to hear that pre-roll ads fail in the three major branding metric areas: attention, emotional engagement and memory retention. The problem is that the ads play in front of desired content, so the viewer isn’t really paying attention to them. “The viewer is wishing what he sees in front of him will end soon so he can get what he wants very quickly,” Dr. Pradeep said.
The company tested pre-rolls against streaming video banner ads and found the banners worked best in generating emotional engagement because “the willingness of the mind to engage while it is impatiently waiting for something to show up is lower,” Dr. Pradeep said. He also said memory retention is lower when a viewer isn’t emotionally engaged.
When Neurofocus studies a broadband video campaign, “we grab their ads and target demographics and find out how they want to showcase the ad,” Dr. Pradeep said. “We study the placement of the ad on the page and what occurs before and after it appears. We determine whether the user has requested to see it or whether they’re watching the ad while they’re waiting to see something else.”
The company monitors brain waves and performs eye tracking and galvanic skin response in its research, because even the skin responds to changes based on feelings in the brain, Dr. Pradeep said.
“One pre-roll video spot generates about a billion data points and we convert them into insights,” he said.
The company doesn’t conduct broad focus groups like many research groups, but bases its research on 15 to 20 subjects, because the brainwave analysis of a small group is “consistent with results,” Dr. Pradeep said.
Neurofocus research is used by advertisers and agencies. “We were hesitant about approaching agencies,” Dr. Pradeep said, “but we are finding that they are very excited and intrigued about how they can gain a competitive edge on behalf of their customers.” The company met with agencies and other advertising professionals at the recent Adtech show in New York.
Neurofocus research certainly won’t stop advertisers from using pre-rolls, but it might make them reduce their expectations. “Advertisers believe they’ll get mileage before the user requested video shows up, but we don’t think they’re getting the point,” Dr. Pradeep said.
Producers Douglas Wick and Lucy Fisher To Receive Harold Lloyd Award From The Advanced Imaging Society
Producers Douglas Wick and Lucy Fisher will be presented with the 2025 Harold Lloyd Award in recognition of their producing achievement in creating Gladiator II at The Advanced Imaging Society’s (AIS) 15th annual Lumiere Awards luncheon, which takes place Friday, February 7, 2025, at the Beverly Hills Hotel.
Empowering their storytelling with groundbreaking technology and skill, Wick and Fisher have thrilled audiences and driven the film industry forward for three decades. Their steadfast dedication to the highest standards of cinematic excellence have resulted in epic films, including Memoirs of a Geisha, The Great Gatsby, the Stuart Little franchise, the Divergent Series and both Gladiator films. The first Gladiator earned Wick an Academy Award® for Best Picture. In light of their consistent and distinguished contributions over the years, as exemplified by this year’s Gladiator II, the Advanced Imaging Society wished to recognize the team with this year’s esteemed Harold Lloyd Award.
“Doug Wick and Lucy Fisher of Red Wagon Entertainment have revolutionized modern filmmaking with their bold storytelling and ability to elevate large-scale productions to epic levels,” remarked Jim Chabin, AIS president. “Their work has not only captivated audiences but also redefined filmmaking standards, leaving an indelible mark on the art of cinema. At AIS. we deeply admire their visionary contributions and enduring influence on the film industry.”
Suzanne Lloyd, granddaughter of the late, great Harold Lloyd, remarked, “Doug’s artistic vision and Lucy’s dynamic leadership have brought authenticity, beauty and profound emotion to some of our favorite epic films. Together, they are a... Read More