14 DAY TRIAL // Microsoft is touting Xbox LIVE ads as being superior to traditional video spots in terms of the impact delivered to users. The Redmond company is citing data from the results of a study conducted by neuroscience company EmSense, for Microsoft and Microsoft and Initiative, a division of Mediabrands. The research effort was focused on measuring the impact and engagement delivered by advertising campaigns run on Xbox LIVE versus those on TV/video.
According to the software giant, not only did the study prove that ad campaigns on Xbox LIVE were more efficient compared to TV and video advertising, but also that neuroscience technologies could be valid tools to measure audience engagement with consumers brands, as well as the actual impact on users. EmSense equipped participants in the study with special sensor-laden headset, as they were exposed to various media and advertising campaigns. Via the headset EmSense monitored a variety of factors including brain activity, breathing rate, head motion, heart rate, blink rate and skin temperature, Microsoft reveals. The two companies chosen to participate in the study with their respective brands were Kia Motors America and Hyundai Motor America.
“We know from our standard performance metrics that our Xbox LIVE campaign is effective,” noted Michael Hayes, executive vice president, managing director of Digital, Initiative. “What’s compelling about this research is that we now know that consumers are making an emotional connection with Kia Motors America as well.”
The conclusion of the study is that the Xbox LIVE ad campaigns generated an increased level of recall, emotions and cognitive response, and convinced users to spend more time interacting with the advertisements compared to traditional video spots. It is precisely because it offered users interactive capabilities that Xbox LIVE produced 238 seconds of engagement more than the traditional video ad. Boosted engagement subsequently resulted into increased recall and brand awareness.
“Accurately measuring cross-media engagement is a holy grail for marketers,” added Mark Kroese, general manager of the Microsoft Advertising Business Group, Entertainment & Devices Division, Microsoft. “We are very excited about the methodology used in this initial study and its potential for the industry. If we can crack the code on this, marketers and advertisers will be able to pinpoint ROI by media type and know which campaigns are yielding the greatest impact.”