Comments on: Xbox Ads Make Your Heart Go Boom Boom Boom http://gigaom.com/2009/12/10/xbox-ads-make-your-heart-go-boom-boom-boom/ Sun, 19 May 2013 03:33:04 +0000 hourly 1 http://wordpress.com/ By: John http://gigaom.com/2009/12/10/xbox-ads-make-your-heart-go-boom-boom-boom/#comment-478623 Thu, 10 Dec 2009 21:28:34 +0000 http://newteevee.com/?p=37440#comment-478623 It’s not hard to understand why the results came out this way. First, the content was substantially different – look at the Kia Soul XBox images and compare that to the visuals in the Kia Soul TV spot. It’s no wonder someone would have stronger emotions for the XBox ad. Second, the test didn’t have any context. Of course if you’re testing ads and someone puts up an interactive ad you’ll play around with it… but what if it pops up mid-stream of your programming? It doesnt matter how effective interactive ads are if someone opts to NOT interact with them. I’d like to see the test results of those that didnt interact with interactive ads.

]]> By: Jake http://gigaom.com/2009/12/10/xbox-ads-make-your-heart-go-boom-boom-boom/#comment-478622 Thu, 10 Dec 2009 21:12:37 +0000 http://newteevee.com/?p=37440#comment-478622 “Turns out, people show much more active and lasting responses to interactive advertising than to your 60-second oldteevee clip.”

This an utterly specious conclusion given the methodology employed. These “results” are based on data collected from a self-selected sample tasked with evaluating advertising from a single brand!

The participants demonstrated better brand recall if they visited a microsite? Of course they did! There was a greater “emotional” response while participants clicked around a website? Of course there was. I’m sure you can measure greater emotional response when people are digging ditches than when they’re parked in front of the TV set.

The use of the sensor headsets is a sideshow; there’s nothing remotely scientific about this “research.”

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