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Opinion

Emotional advertising is in vogue right now. But how much do we need to do and how much is too much? WARC was at Brainy Bar 7 to hear.

News

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.

Article

FedEx, the courier and delivery service, has shifted its advertising strategy to reflect a more global, and integrated, brand positioning.

Article

The BBC used neuroscientific research explore the relationship between emotion and long-term memory in delivering engaging branded content.

Research Paper

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.

News

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.

Article

National Australia Bank, a leading financial services provider, boosted downloads of its property reports by 51% by using neuroscientific testing to optimise its radio ads in key markets.

News

LONDON: Brands that tailor their creative to tap into national sentiments during the World Cup can “ride the emotional wave” and generate significantly higher levels of consumer engagement – as long as the team is winning.

Article

Research by Ipsos shows that brands and advertising can profit from highly emotional events like the World Cup by creating strong links to the event, proving that context can make a big difference to the emotional response to advertising.

Article

Expands on neuroscience’s findings on how different contexts elicit different responses in an audience and how advertisers can adapt to it.

News

LONDON: Augmented Reality (AR), the technology behind Pokémon Go, Google Lens, and Snapchat’s filters has huge potential, but only about half of UK consumers are aware of the term, despite growing use-cases.

Article

Augmented reality (AR) is fast outpacing its more famous ‘Virtual’ cousin, with an accessible and compelling platform for brands to create digital assets that consumers want to experience.

Research Paper

This article argues that only a combination of active questioning, passive observation, and explicit and implicit data capture can lead to total consumer understanding and that brands need to activate both System 1 and System 2 thinking to be successful.

News

LONDON: Ads that are served alongside premium content elicit stronger engagement and long-term memory encoding than ads viewed on social media, according to a recent neurological study.

Article

Following a WARC Toolkit survey of more than 600 marketers, David Tiltman, Head of content at WARC, Jeremy Pounder, Futures Director at Mindshare, and Marie Stafford, European Director at the Innovation Group - J Walter Thompson, discuss the key marketing challenges facing brands in 2018.

Research Paper

American broadcasting and cable company Viacom partnered with Merchant Mechanics to conduct a study of the brain activity of fans of Comedy Central's show South Park.

News

LONDON: Three-dimensional audience segmentation is useful up to a point but adding the fourth dimension of the subconscious can turn broad-brush segmentations into much more focused ones, according to an industry figure.

Research Paper

Twitter UK, a news and social networking brand, used a combination of neuroscience and behavioural analysis to test video ads through Twitter users' mobile feeds.

Research Paper

Twitter UK, a news and social networking brand, found a clear value proposition by combining neuroscience and implicit response testing.

Article

Lowe's, the home-improvement chain, believes that virtual reality (VR) and augmented reality (AR) can encourage more consumers to undertake DIY projects.

Article

Reveals the role neuroscience can play in providing a new segmentation approach based on how personally relevant the brand communication is to the audience.

Article

This article is a conference note on ‘using neuroscience tools to develop creative that sells’ from the MRS Summit 2017, held in May in London.

Article

This article describes how brands can cut through marketing noise and draw their audience's attention to a specific form of communication in preference to other distractions.

Research Paper

This paper looks at audiences' emotional reactions to television commercials (TVCs) to determine what appeals to Generation Z consumers and whether these same elements cause a tension for older consumers.

Article

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.