What Makes a Television Commercial Sell? Using Biometrics to Identify Successful Ads Demonstrating Neuromeasures' Potential on 100 Mars Brand Ads with Single-Source Data

Steven Bellman, Magda Nenycz-Thiel, Rachel Kennedy and Bruce McColl

Ehrenberg-Bass Institute for Marketing Science, University of South Australia

Laurent Larguinat

Mars, Inc.

Duane Varan

MediaScience

MANAGEMENT SLANT

  • Biometrics have the potential to help advertisers understand how sales-successful advertisements work, yet there is no silver-bullet measure to gauge effectiveness.
  • The ultimate goal of brand advertisements is to sell; therefore, testing tools must be validated against sales or other relevant behavioral measures.
  • Advertisers should establish in advance the desired audience response from any advertisement (e.g., laughter or attention to the brand) and use evidence-supported measures and analysis to ensure the desired response is achieved.
  • Key biometrics and objective coding seem useful under defined conditions, whereas traditional survey measures offer no additional value.