Ad Report of "What to wear? | Zalando"

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

51.9/100

Highest Focus: A score of 83.06 occurred at 25 seconds when the text “What do I wear?” appears on screen, effectively emphasizing the main purpose of the commercial and underscoring the key reason for its success.

Lowest Focus: A score of 21.1 occurred in the 23rd second when the footsteps of the person walking are shown.

Highest Clarity: A score of 98.66 was achieved at the start of the ad when the logo of the brand was shown demonstrating the clarity of its message.

Lowest Clarity: A score of 55.76 was captured at 14 seconds when there was a scene involving a couple.

Highest Attention: A score of 67.66 was recorded at 2 seconds when there was an intriguing shot of passengers holding the hand bar at the metro, trying to grab the attention of the viewers.

Lowest Attention: A score of 27.45 was recorded at 25 seconds when the ad was about to end and had too many active movements in the frame.

Summary Analysis

Zalando’s ad directed by Aube Perrie shows strong performance in terms of Focus (83.06%) and Clarity (798.66%), indicating that the ad effectively highlights key elements and delivers its message clearly to the audience. These high scores suggest that viewers easily grasped the central theme of the ad and that their attention was drawn to the most important aspects, minimizing distractions. However, the ad struggles significantly with Attention (27.45%) and Percentage Seen (37.52%), suggesting that while the ad’s message was clear to those who engaged, it failed to captivate a broad audience or maintain sustained interest. The low Attention score indicates that the ad may not be visually compelling enough, and the low Percentage Seen suggests that a large portion of the ad was overlooked or ignored by viewers.

Suggestions for Improvement

Storytelling: The ad could be strengthened by developing a more compelling narrative that connects the different fashion dilemmas and showcases the brand's unique value proposition. This would help viewers relate to the characters and their choices, making the ad more memorable.