Brands have become increasingly concerned about where their online ads are being placed, but this concern can be over-cautious when advertisers blacklist content on premium publisher sites without an understanding of the context of the editorial.
Neuroscience tells us that people are in a more receptive frame of mind when listening to radio than watching TV, but radio ads still need to “come out swinging”, according to a specialist in this market.
Creative decisions require leaps into the unknown – it is impossible to analyse your way to a brilliant idea – but the greater accessibility of neuroscience testing techniques means that optimising for effectiveness has never been ...
Aline Souza and Janaína Brizante, ESOMAR, Latin America, 2019
Instituto Liberta, a Brazilian non-profit organisation fighting against the sexual exploitation of children, tested its TV campaign to maximize its effectiveness, which contributed to a 10.3% increase in abuse reports in Brazil.
In the pursuit of greater efficiency and effectiveness across the marketing mix, marketers are exploring new means of assessment and measurement to ensure performance, with neuroscience emerging as a key approach in this context.
If marketers apply the right sequencing to a campaign involving out-of-home media and including editorial elements, advertisers can expect to see a significant boost in effectiveness, research has shown.
George Cox, Daniel Rayner, Genevieve Hall, Jon Osborne and Vivek Banerji, ESOMAR, Fusion, 2018
Shionogi, a Japanese pharmaceutical company, introduced MouseTracker technology in the UK, a method that it has integrated into classic in-depth interviews to gain richer insight on critical business decisions.
The key to making content memorable is delivering multiple emotional peaks, with brand films that deliver 10+ emotional peaks in the top quartile for memorability overall, according to new research from the BBC.
Leigh Caldwell, ESOMAR, Congress, 2018
The research team for an energy drink company addressed the concepts around the nonconscious drivers of consumption by creating a model of the UK consumer’s mind and how the different parts of it collaborate to achieve the consumer’s goals.
SYDNEY: Neuroscientific testing helped National Australia Bank’s radio ads that encouraged Australians to download property valuation reports to be significantly more effective, according to a senior marketer from the brand.