The Fit Factor: New frontiers for contextual relevance in television advertising
Pranav Yadav and Dave KaplanNeuro-Insight US and NBCUniversal
Abstract
In this paper, Neuro-Insight and Bravo present results from a major neuromarketing study on the impact of contextual television advertising. The research indicates that a media/creative fit of several types can be successfully utilized to increase memory encoding for TV commercials. In particular, hybrid ads (which incorporate talent or other show elements with an advertiser's brand message) achieve the highest levels of effectiveness of all formats tested. Additionally, the research suggests that neo-contextual matches based on aligning...