Playoffnations, specialized in actions in the metaverse, and Neurocatching and have presented the conclusions of a study about the emotional and immediate impact in consumer attention from ads and the brands behind it in the Metaverse. As indicated in w3volution, they focused on how this technology affects consumer neuroscience. To do this, the study measured three parameters: visual attention, emotion and memory.
In an increasingly digital world, in which advertising seeps into our social networks and new virtual universes appear, is it possible to measure the attention or emotion generated by a influencer, athlete or celebrity, about a brand?
In this sense, to understand how the emotional and attentional impact generated by playing in the Metaverse influences the perception of brands, biometrics were used in 224 users and The experiment consisted of three phases.: the first, in which users were comfortably at home watching a streamer and subsequently viewed 9 ads; the second, in which half of the volunteers played a game and the other half did not, and all viewed the 9 ads; and the third, in which they re-viewed the streamer from phase 1 and the same ads to later fill out a questionnaire.
As a result, the study reveals that users who viewed the ads while playing the game, they had 300% more visual attention than those who did not. Likewise, they recognized the brand in half the time of those who were not playing.
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