Case Study: Ski ads
The Problem
Ski ads often feel like you could swap out the logo and not notice a difference between brands.
The Results
We found that the two most important factors unique to ski advertising are speed variance and content matching. Using these can help brands differentiate.
What we did:
We measured how factors such as…
Terrain Type
Point of view
Speed
Non-SKi Content
…change the effectiveness of the ad at driving attention and desire to visit a resort from a neuroscience perspective.
How we did it:
Heart Rate
Eye Tracking
Facial Coding
Skin Response
EEG
Key Takeaways:
Match Content to Experience
Skiers and snowboarders showed significantly more likeability when watching their own sport.
Who are you trying to attract?
EMOTIONAL ENGAGEMENT BASED ON SPEED
Speed variance (switching between regular speed and slow-motion content) increased emotional engagement significantly.
Speed variance = more engagement
Logo Placement Matters
Emotional engagement was highest when the logo appeared at the beginning, and likeability was highest when the logo was in the corner.