© Serviceplan Group 2024
bwegt – Optimisation of poster motifs through AI eye tracking
Our goal for our client bwegt was to analyse and optimise the planned poster motifs for the roof campaign by using our unique AI-based VISATT - PLAKAT Motivtest* method.
VISATT provides insights into the detailed perception of motif elements and can also test the attention-grabbing power of posters and spots in real environments:
- Impact test: Does the viewer perceive the motif in the environment?
- Motif detail test: Which motif elements does the viewer perceive when seeing the motif?
Two values are shown for each motif element in the test:
- Impact value (in percent): Reflects the degree of attention
- Fixation time (in seconds): Reflects the duration of the attention
Conclusion:
Impact and fixation time were significantly optimised for the bwegt motifs by the VISATT test:
This gave the OoH campaign over 10% more overall impact.
bwegt marketing team:
"The innovative analysis approach of Mediaplus gives us the opportunity to optimise our communication for the bwegt brand precisely and align it with the respective advertising media requirements. This enables us to create optimal campaigns that are geared towards our customers. With this scientifically supported approach, Mediaplus has once again shown us how valuable customised analyses are."
*in cooperation with Prof. Dr. Rainer Höger - Chair of Business Psychology, in particular Industrial and Engineering Psychology and Cognitive Psychology, Institute for Experimental Business Psychology - LüneLab, University of Lüneburg & SCOPIENCE Mobility and Behaviour Research GmbH
