From 80s Vibes to VR Thrives: Decoding Meta Quest’s Fitness Journey

Technology Used

Predictive AI

Predictive artificial intelligence (AI) refers to the use of machine learning to identify patterns in past events and make predictions about future events

To Measure Attention

Heatmaps

These visualize areas of the image or video that are likely to capture the most attention and areas that may receive less attention using a VIBGYOR color gradient.

Fog maps are visual representations that highlight areas of a visual field or image where viewers experience low clarity or comprehension, indicating regions that may be confusing or unclear.

Fog Maps

It quantifies the level of attention drawn by an image or video, indicating the consensus on its most captivating elements. Images/videos with numerous intriguing components tend to score lower as attention disperses. Conversely, assets with fewer focal points garner higher scores as viewer gazes converge on specific areas.

Focus Score

Saliency Maps

Saliency Maps highlight sections that are likely to be viewed by your audience; this map will only show the areas which are viewed by the users.

Attention Score

It quantifies the overall interest the stimuli has received. It is calculated based on the intensity of heat maps. If there are more intense regions, the attention value will be higher.

To Measure Clarity & Engagement

Clarity Score

It tells you if your customers will easily understand your stuff or not. It helps you see how clear your message or visuals are, so you can make them better for your audience.

Area of Interest

Define specific regions within your content for an even deeper analysis of viewer engagement.

Second by Second Analysis

This offers users deeper insights, elevating research to a new level of advanced data analysis.

Detailed Analysis of the Ad

Overall Score

52.35/100

The ad reached its peak focus score of 86.49 at the 5-second mark, when Jane Fonda holds the VR device and asks the audience if they're ready for a new workout, effectively setting the stage for the commercial’s message.

The focus score dropped to its lowest point of 50.67 at the 29-second mark, towards the end of the commercial, when the introduction of additional elements led to a decrease in viewer attention.

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Clarity hit a strong peak of 85.22 at the 30-second mark, when the campaign's call-to-action appeared on screen, providing a clear and impactful message.

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The clarity score dipped to its lowest point of 49.7 at the 19-second mark during a scene where the character punches virtual elements. The rapid transitions in this segment contributed to the decrease in clarity.

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Viewer attention spiked to 62.56 at the 28-second mark, driven by a series of dynamic transitions and the impactful appearance of the ad's final messaging on screen.

Attention dropped to its lowest point of 17.89 at the 4-second mark, coinciding with the actor speaking while holding the product. This moment failed to sustain engagement, leading to the dip in focus.

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Summary Analysis

Jane Fonda returns to her aerobics roots in Meta Quest’s VR fitness campaign, blending 1980s nostalgia with cutting-edge technology. The ad showcases Supernatural as the future of cardio, with immersive VR workouts led by Fonda herself. Vibrant visuals and retro-inspired elements drove a focus score of 86.49 and clarity of 85.22, captivating viewers with its nostalgic charm and engaging narrative. However, attention dipped to 17.89, with repetitive visuals contributing to a low 31.19% view rate. While the campaign successfully merges past and future, improved pacing and variety could sustain engagement throughout.

Suggestions for Improvement

Dynamic Pacing: The attention dip suggests that some moments felt repetitive or lacked energy. Introducing quicker transitions or varied scenes could help maintain momentum and keep viewers hooked throughout.