Decoding the Dutch State Lottery’s Winning Story

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Original
Heat map
Fog map

Detailed Analysis of the Ad

Overall Score

52.4/100

Highest Focus: The ad hit its peak focus score of 92.57 at the 25-second mark, capturing viewers’ attention as the flying lottery ticket hovered in the air before landing in the dog’s mouth. This suspenseful moment, filled with anticipation, perfectly held the audience’s focus.

Lowest Focus: The focus score hit its lowest point of 30.95 at the 35-second mark, during the scene where the young man carried the dog down the stairs. The swift camera movements in this sequence likely disrupted viewer engagement, causing the dip in focus.

Highest Clarity: Clarity peaked at an impressive 88.53 at the 25-second mark, when the dog was shown chewing on the lottery ticket. This moment delivered the message with maximum clarity, making it easily relatable and impactful for viewers.

Lowest Clarity: The clarity score dropped to its lowest point of 62.6 at the 41-second mark, when the camera lingers on the young man taking the dogs for a walk, causing a slight dip in viewer understanding.

Highest Attention: Viewer attention peaked at 80.94 at the 35-second mark when the young man picked up the dog and descended the stairs. However, the attention sharply dipped shortly after due to the rapid camera angles, which disrupted the flow and caused a loss of viewer focus.

Lowest Attention: Attention dropped to its lowest point of 13.05 at the 25-second mark when the lottery ticket was shown floating through the air, heading toward the dog’s mouth. This moment caused a dip in engagement as viewers were focused on the ticket’s descent rather than the unfolding action.

Summary Analysis

This festive campaign beautifully captures the spirit of kindness and connection through the story of a young man helping his elderly neighbor, demonstrating that true happiness often stems from giving. The narrative mixes heartfelt moments with the excitement of the lottery’s grand prize, creating a balance between emotional storytelling and festive anticipation. While the focus score peaked at 92.57, driven by the emotional depth of the storyline, attention dipped to its lowest point of 13.05 at the 25-second mark when the flying lottery ticket distracted viewers. This moment, though visually captivating, caused a drop in engagement. The ad’s message of community, compassion, and the joy of the holidays shines through, despite a low percentage seen of 27.16, possibly due to slower pacing in certain segments.

Suggestions for Improvement

Pacing Adjustments: The lower percentage seen suggests that some viewers may have lost interest. Tightening the pacing during slower segments could keep the momentum flowing and sustain attention throughout.

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