Membandingkan Perhatian Visual Antara Endorser AI-Reface dan Endorser Manusia dalam Iklan Video: Analisis Heatmaps dan Tagging
Date
2024Author
Akbari, Deni Adha
Sumarwan, Ujang
Hasanah, Nur
Edison,, Rizki Edmi
Metadata
Show full item recordAbstract
Understanding the differential impact of human and AI-Reface endorsers in digital advertising is crucial for optimizing marketing strategies in an increasingly digital landscape. With the proliferation of AI technologies, advertisers are keen to explore how AI-generated faces compare to human endorsers in terms of capturing attention, enhancing brand recall, and influencing purchasing decisions. This research, focusing on Shopee's video advertisements featuring both human and AI-Reface endorsers, delves into consumer engagement patterns and the effectiveness of these endorsers. By employing advanced techniques like eye tracking, visual tagging, and post-exposure surveys, the study provides comprehensive insights into how different demographic groups respond to these endorsements, ultimately guiding more effective advertising strategies.
The study employed a robust methodology, leveraging eye tracking, visual tagging, and post-exposure surveys to gather quantitative and qualitative data on viewer engagement and perception. Mixed respondent groups, segmented by gender, were exposed to Shopee video advertisements featuring either a human endorser (Melody Nurramdhani Laksani) or an AI-Reface endorser (Prilly Latuconsina). Eye tracking technology measured where and how long viewers focused on specific elements within the ads, while visual tagging allowed respondents to actively indicate which elements captured their attention. Post-exposure surveys provided deeper insights into viewers' perceptions of brand elements, endorsers, and promotional content, as well as their likelihood to purchase the advertised products. Data was processed and analyzed to identify patterns and differences in engagement and recall between the human and AI-Reface endorser videos across different respondent groups.
The analysis revealed nuanced differences in how viewers engaged with the brand, endorser, and promotional elements in the videos. Eye tracking and visual tagging data showed that both endorsers effectively captured viewer attention, with slight variations in engagement levels. Human endorsers garnered slightly higher attention in specific scenes, but AI-Reface endorsers were also highly effective, indicating their potential as viable alternatives. Promotional elements consistently attracted the highest viewer engagement, underscoring their importance in digital advertising. Brand elements, while crucial for recall, received less immediate attention, suggesting a need for more integrated branding strategies.
Post-exposure surveys highlighted that both human and AI-Reface endorsers positively influenced brand perception and recall. However, the human endorser slightly edged out the AI-Reface endorser in terms of influencing purchase decisions, possibly due to the inherent trust and relatability associated with human faces. These findings suggest that while AI-Reface endorsers are almost as effective as human endorsers, the latter's slight advantage in driving purchase intent could be leveraged more strategically. The results also indicated that the visibility and prominence of brand elements could be enhanced to improve overall ad effectiveness.
To maximize the effectiveness of digital advertisements, a balanced approach that integrates the strengths of both human and AI-Reface endorsers is recommended. Advertisers should continue utilizing human endorsers for their relatability and trust-building attributes, particularly in campaigns aimed at directly influencing purchase decisions. However, AI-Reface endorsers can be strategically employed in scenarios where scalability and cost-efficiency are paramount, without significantly compromising engagement and brand perception.
Promotional content should remain a focal point in ad design, given its high engagement levels. Enhancing the visibility and prominence of brand elements, possibly by integrating them more seamlessly into the narrative or visual flow of the advertisement, can improve brand recall and overall ad impact. Additionally, leveraging the unique attributes of AI technology to create personalized and contextually relevant ad experiences could further enhance engagement and effectiveness.
From a managerial perspective, the findings of this study offer several actionable insights for optimizing digital advertising strategies. Integrating human and AI-Reface endorsers into a cohesive advertising framework can provide flexibility and efficiency in campaign planning and execution. Marketing managers should consider employing AI-Reface endorsers in cost-sensitive campaigns or when targeting tech-savvy demographics who may appreciate the novelty of AI technology. Human endorsers, meanwhile, should be reserved for high-stakes campaigns where building trust and emotional connection is crucial.
Investing in advanced analytics tools such as eye tracking and visual tagging can provide invaluable data on consumer behavior, allowing for more precise and effective ad targeting. Ensuring that promotional content is not only visually appealing but also strategically placed within the ad can significantly boost viewer engagement and recall. Lastly, continually monitoring and analyzing the performance of different ad elements can help refine strategies and improve ROI, ultimately driving better business outcomes. Memahami dampak diferensial dari pengiklan manusia dan AI-Reface dalam periklanan digital sangat penting untuk mengoptimalkan strategi pemasaran dalam lanskap digital yang semakin berkembang. Dengan berkembangnya teknologi AI, pengiklan tertarik untuk mengeksplorasi bagaimana wajah yang dihasilkan AI dibandingkan dengan pengiklan manusia dalam hal menangkap perhatian, meningkatkan ingatan merek, dan mempengaruhi keputusan pembelian. Penelitian ini, yang berfokus pada iklan video Shopee yang menampilkan pengiklan manusia dan AI-Reface, menggali pola keterlibatan konsumen dan efektivitas pengiklan ini. Dengan menggunakan teknik lanjutan seperti pelacakan mata, penandaan visual, dan survei pasca paparan, studi ini memberikan wawasan komprehensif tentang bagaimana berbagai kelompok demografis merespons pengesahan ini, pada akhirnya membimbing strategi periklanan yang lebih efektif. Penelitian ini menggunakan metodologi yang kuat, memanfaatkan pelacakan mata, penandaan visual, dan survei pasca paparan untuk mengumpulkan data kuantitatif dan kualitatif tentang keterlibatan dan persepsi penonton. Kelompok responden campuran, yang disegmentasi berdasarkan gender, terpapar pada iklan video Shopee yang menampilkan pengiklan manusia (Melody Nurramdhani Laksani) atau pengiklan AI-Reface (Prilly Latuconsina). Teknologi pelacakan mata mengukur di mana dan berapa lama penonton fokus pada elemen tertentu dalam iklan, sementara penandaan visual memungkinkan responden untuk secara aktif menunjukkan elemen mana yang menarik perhatian mereka. Survei pasca paparan memberikan wawasan lebih dalam tentang persepsi penonton terhadap elemen merek, pengiklan, dan konten promosi, serta kemungkinan mereka untuk membeli produk yang diiklankan. Data diproses dan dianalisis untuk mengidentifikasi pola dan perbedaan dalam keterlibatan dan ingatan antara video pengiklan manusia dan AI-Reface di berbagai kelompok responden. Analisis mengungkapkan perbedaan nuansa dalam cara penonton berinteraksi dengan merek, pengiklan, dan elemen promosi dalam video. Data pelacakan mata dan penandaan visual menunjukkan bahwa kedua pengiklan secara efektif menarik perhatian penonton, dengan variasi tingkat keterlibatan yang sedikit. Pengiklan manusia mendapatkan perhatian yang sedikit lebih tinggi dalam adegan tertentu, tetapi pengiklan AI-Reface juga sangat efektif, menunjukkan potensi mereka sebagai alternatif yang layak. Elemen promosi secara konsisten menarik keterlibatan penonton tertinggi, menekankan pentingnya dalam periklanan digital. Elemen merek, meskipun penting untuk ingatan, menerima perhatian yang kurang segera, menunjukkan kebutuhan akan strategi branding yang lebih terintegrasi. ..