Case Study: On the Beach improves TV ad engagement and brand clarity with Nielsen Holdings

Developing Emotionally Engaging Ads to Build Brand Awareness

On the Beach, a UK travel booking site, wanted to raise brand awareness through a TV campaign and understand how its “Lounge Lover” ad was performing. To assess the creative, it worked with Nielsen Holdings and Nielsen Consumer Neuroscience.

Nielsen Holdings used EEG, facial coding, and eye tracking to evaluate the ad with second-by-second granularity. The analysis showed that viewers stayed engaged for most of the ad but lost interest in the final five seconds, where the key messages appeared, and that the branding was not clear enough. Nielsen Holdings helped On the Beach optimize the ending and make the brand mentions and logo easier to process so the ad could better communicate both engagement and message.

On the Beach