Ikea’s ‘Ready for the Holidays’ commercial is ready with Decoded Insights

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.

Detailed Analysis of the Ad

Overall Score

49.75/100

Highest Focus: The ad achieved its highest focus score of 86.7 at the 2-second mark, during a scene where the family frantically tries to coax the cat down. This moment stands out as the peak of the commercial, with minimal visuals on screen ensuring an undistracted and uninterrupted focus.

Lowest Focus: The focus score hit its lowest point of 45.07 at the 5th second, indicating minimal engagement with the scene.

Highest Clarity: Clarity reached its highest score of 92.23 at the 14-second mark, just before the commercial ended with the brand logo and tagline for Ikea.

Lowest Clarity: The clarity score dropped to its lowest of 55 at the 3-second mark, as the visual was unclear in conveying the message. The shot was overly zoomed in, showing the cat sliding down the curtains without balance, which caused the sheets to tear.

Highest Attention: Viewer attention reached its peak at 54.92 at the 5-second mark, coinciding with the mention of the brand's name, which captured the highest level of focus on the board.

Lowest Attention: The lowest attention score of 18.91 occurred at 2 seconds, with not much detail to what is happening in the scene. Hence the score dipped down a bit.

Summary Analysis

The IKEA holiday ad humorously captures the chaos of the festive season through the antics of Leonidas, a mischievous cat who wreaks havoc on holiday decorations. From toppling Christmas trees to scattering ornaments, Leonidas turns a cozy holiday scene into a comedic mess, before seamlessly transitioning to highlight IKEA’s e-commerce tools, showcasing how the brand simplifies the process of replacing or recovering from holiday mishaps. With a playful and relatable tone, the ad emphasizes IKEA’s convenience as the perfect solution for life’s little (or big) disasters. Viewer attention peaked with a focus score of 86.7, largely driven by the engaging and humorous portrayal of the cat’s antics, while the ad’s clarity reached a high of 92.23 due to its clear messaging. However, attention dipped to a low of 18.91 at moments where the humor shifted to more informational content. The average percentage of the video viewed was 25.45, reflecting that while the initial comedic elements kept viewers engaged, interest waned as the focus shifted to the brand’s tools rather than the humor.

Suggestions for Improvement

Enhance Narrative Engagement: While the campaign's visuals are stunning, incorporating a stronger narrative arc could improve retention.