Tune In! PayPal’s Jolly Jingle Makes Spending Fun!

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

47.07/100

Highest Focus: A score of 90.34 occurred at 10 seconds when Will Ferrel dramatically looked into his mobile thus capturing the focus of the audience and being a key factor to its success.

Lowest Focus: A score of 47.1 occurred in the 56th second shot where Will Ferrel was shown dancing and the disclaimer appeared at the bottom in minimised fonts.

Highest Clarity: A score of 77.05 was achieved at the 14th second of the ad with a top spinning shot of Will Ferrel, minimising the number of elements in the frame thus demonstrating the clarity of its message.

Lowest Clarity: A score of 50.78 was captured at 54 seconds involving multiple people simultaneously.

Highest Attention: A score of 52.46 was recorded at 28 seconds when the scene showcased different elements and various actions that grabbed more attention from the viewers.

Lowest Attention: A score of 14.68 was recorded at 10 seconds when the camera focused only on the lead model of the ad.

Summary Analysis

Will Ferrel starring PayPal ad created by BBH indicates maximum performance in terms of Focus (90.34) and Clarity (77.05) thus achieving a high success rate in delivering the communication. These high scores draw clarity that their audience was able to understand the message. The portrayal of Will Ferrel as the lead and usage of the hit song also impacted the high scores of their ad. Although, with Attention (14.68) and Percentage seen (12.69) hitting the low margin, the ad serves to minor shortcomings. The ad's low Attention and Percentage Seen scores suggest that it may not be visually engaging enough to capture and retain viewers' interest.

Suggestions for Improvement

Pacing: The ad's pacing might be a bit slow in some parts, potentially losing viewer interest. This could be avoided by trimming down certain parts of the ad or speeding up the cuts to enhance the viewer’s interest.