Priming Effect in Advertising

View-through rate (VTR) of 30 seconds video is 56% — Yandex data. 9 Pandas have increased VTR to 72.3% using priming effect on Megogo.net Kazakhstan media service — users have been watching films of certain genres seeing 1xBet advertisements which thematically matched with them.

Priming effect forms implicitically person’s attitude on particular action: in case of movie of a certain genre, for example, horror, the viewer will be much more receptive to the advertising message which modally corresponds to it (Kahneman D., Tversky A., 1982; Yi Y. , 1990). We have used this specificity of human behavior and produced a series of thematic 1xBet commercials — horror, action, historical, melodrama, fantasy and others. Users of Megogo.net Kazakhstan saw commercials matching the genre of selected movies, watched them to the end more often, and better perceived the value proposition of 1xBet brand.

We wanted to shoot in the first-person long ago and this campaign gave the chance. For filming we chose a Sony Alpha camera and Sony zoom lens which weighed a little, fit the camera optimally and had a good picture. Choosing a camera and its setup in first-person photography is one of the most important issues. We have made a convenient and flexible helmet for the camera which took some time but it turned out to be comfortable and versatile. In first-person photography cropping is often neglected due to the workflow features. I decided to do it by myself and wore a helmet with counterbalances weighing 7 kilograms. Carrying this weight was not that easy and catching inertia when turning the camera is even more difficult but in the end I understand that teaching a stuntman would be more difficult longer and of lower quality. Most of the videos were filmed in one location which we pre-built to reduce production costs. Despite the wide angle and endless shaking which complicates composing for CG a lot in almost all the videos we added CG. An interesting experience for us — an excellent result for the customer.