Advertising analysis powered by AI
4Service Company
an international research company managing customer experience. A foundation for your business for an increase in sales
Analysts of the All-Ukrainian Advertising Coalition expected the Ukrainian advertising market to grow by 18.2% in 2022. But the war changed everything.
After recovering from the initial shock and the first months of the war, when everything was on hold, a few months later the advertising market began to recover but in a completely different format.
Advertising that had worked so effectively before began to be perceived completely differently: Ukrainians have become as sensitive as possible to the perception of content.
At the time of such a dramatic change in society, it is critically important to track the elements that form a positive human experience of advertising, communication, and brand in general.
Together with our partner startup Wantent and its unique AI technology,?we conducted research on advertising for Ukraine's largest banks and identified which (even minor) elements repel or attract the most attention.
Methodology
Using the Wantent platform and with the webcam on their home computers turned on, each participant watched 8 commercials of PrivatBank released before and after the beginning of the large-scale war on February 24, commercials of monobank, and other patriotic videos.
Testing includes the survey and evaluation of reactions using Wantent Al technology. This approach allows us to conduct an in-depth analysis of the perception of content, analyze the cognitive behavioral reactions of the audience and get answers to the questions.
Audience:
Gender: Men/Women (50/50%)
Age: 25-55 y.o (evenly)
Region: even distribution by regions of Ukraine (except temporarily occupied territories)
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We have researched:
Behavioral analysis
Among the advertisements selected for testing, the audience favored PrivatBank's Forces of Ukraine spot the most, with PrivatBank's spot in second place and monobank's Otvaga in third place. The patriotic theme arouses audience engagement and empathy, but there is a conflict of perception of brands' use of this theme. In particular, commercial 8, which tells the story of Svetlana's bravery, caused a high level of distrust among viewers.
The "Forces of Ukraine commercial demonstrated good results among all audience segments The content causes an in the level of engagement and attention. The drawbacks can be attributed to the complexity of information perception due to a large number of incentives simultaneously (unbalanced voice of the narrator and the text, saturation of scenes and events, the gravity of the topic, and disturbing music) The block of scenes of
the Hryvnia-holding Forces of Ukraine caused negative emotions due to speculation about the war topic and shots of drawing a large amount of cash from the ATM. 88% of the audience currently faces financial problems most of all. Withdrawals remind them of this problem
All main elements have a high level of viewability. Visual accents are placed correctly with a high level of attention.