Decoding the Birdie: Liberty Mutual’s Personalized Insurance

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

57/100

Highest Focus (90.71 at 28s): Viewer focus reached its highest point at 28 seconds, when the commercial’s CTA was displayed—indicating strong visual engagement with the closing message.

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Lowest Focus (30.86 at 25s): Focus dropped notably at 25 seconds when on-screen text appeared, suggesting it may have disrupted visual flow or lacked sufficient impact.

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Highest Attention (81.1 at 25s): Attention spiked at 25 seconds when text and voiceover were presented together, showing strong engagement with dual-format messaging.

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Lowest Attention (18.09 at 28s): Attention dropped at 28 seconds during the CTA, likely due to minimal visual movement, despite it being a high-focus moment.

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Highest Clarity (98.7 at 27s): Clarity peaked at 27 seconds when the brand logo was paired with the familiar jingle—an effective brand cue that resonated strongly with viewers.

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‍Lowest Clarity (48.72 at 8s): Clarity dropped when Doug randomly mentions customizable insurance, leaving the golfer confused—likely due to the abrupt, out-of-context delivery.

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Summary Analysis

Liberty Mutual’s latest ad takes a playful swing at insurance marketing with a clever golf pun. Featuring a literal bird on a golf course—who ironically dislikes golf—the ad uses humor to highlight a deeper message: not every bird likes golf, just like not every customer needs the same insurance plan.

This sets up their core proposition: Liberty Mutual customizes coverage so you only pay for what you need. The ad resonated well, with focus peaking at 90.71 at 28 seconds during the CTA and clarity hitting 98.7 at 27 seconds when the logo and jingle appeared. However, attention dipped to 18.09 at the end—likely due to minimal on-screen movement despite strong visual clarity.

All in all, it’s a quirky yet effective metaphor that lands the message with just the right touch of humor.

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Suggestions for Improvement

Strengthen Brand Tie-In Earlier: The metaphor is fun but feels slightly disconnected from the product until the very end.

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