VDX.tv, a global CTV and video advertising technology company today announced a new attention study conducted with neuromarketing and eye-tracking artificial intelligence (AI) technology provider Neurons that proves that VDX.tv’s TV Magnify solution and VDX creative ad units were able to retain user attention more effectively than standard connected TV (CTV) ads. For advertisers, VDX.tv increases brand recall and influences key outcomes such as purchase intent, site traffic and recommendations.  

TV Magnify enables brands to complement their upper-funnel broadcast advertising with mid-funnel TV and video ads that are delivered sequentially – first on CTV, then on personal devices. VDX creative ad units feature interactive elements, which enable consumers to more deeply connect with brand messaging. For example, a QR code on the CTV ad can drive users to a mobile experience for more information about a brand’s products or services. Interactive tabs within VDX desktop and mobile units often include elements like product galleries, info galleries, maps/store locators or customer testimonials.   

The partnership with Neurons, a company that fuses neuroscience and machine learning into one platform, enables VDX.tv to measure subconscious audience responses in areas like attention, emotion, cognition and memory to better optimize ad performance. Neurons also specializes in predictive AI technology, which utilizes high-quality datasets of eye movements and brain responses to develop accurate models that predict human behavior.   For the Neurons - VDX.tv study, 800 participants (aged 25-64) were divided into three groups, with each group exposed to a financial services company ad and asked to complete a survey upon viewing the ad. Group 1 was shown a standard CTV ad, Group 2 was shown a VDX CTV ad with custom canvas and Group 3 was served the VDX ad via TV Magnify.  

The study found that TV Magnify drives greater brand impact and positively impacts key brand outcomes compared to standard CTV ads:

• 56% increase in Attention
• 17% increase in Brand Recall
• 23% increase in Emotional Association – “Engaging”
• 50% increase in likelihood of opening account with provider
• 12% increase in likelihood of visiting company website 

VDX CTV ad creative was found to capture higher attention at the teaser stage and keep users more captivated for longer during the engagement stage, as video played on a custom canvas with the brand message, logo and QR code promoting further brand exploration. The sequential messaging with TV Magnify on personal devices following the VDX CTV ad was shown to yield greater brand impact.   

“Attention is the advertising industry’s most critical measure to determine campaign success. This study validates that VDX.tv’s TV Magnify solution is uniquely positioned to generate and maintain attention, thanks to relevant audience targeting, better user experiences, personalized ad creative and higher ad memorability. These four pillars are what enable TV Magnify to engage users and influence brand outcomes,” says Monica Prior, Director of Account Strategy at VDX.tv.  

Mike Storm, Chief Operating Officer at Neurons, explains the key differences between VDX and standard CTV advertisements: "When using the Neurons subconscious 4-power model to analyze CTV experiences, we find many important differences between a standard CTV advertisement and VDX ad units. One crucial difference is the power to keep people's attention when viewing. After 7 seconds, we see a critical drop-off point, where the VDX CTV customized ad manages to keep people engaged far longer as they move to other important elements on the screen. Additionally, we find that the power of VDX also lies in the connection between the VDX customized CTV ad and the additional VDX interactive exposure in the digital environment. With TV Magnify, we find an increase of 56% attention time in seconds and a 17% memory performance compared to traditional CTV standalone. Added to the subconscious behaviors, there is a high stated connection to taking action based on the advertisement, leading to stronger impact in the long run.”  

To learn more about TV Magnify, please visit: https://www.vdx.tv/products/tv-magnify.