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.
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.
Matthew Hearn, Research on WARC, July 2018
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.
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.
Juliana Oliveira and Maria Carolina Rodrigues, ESOMAR, Latin America, 2018
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.
David Tiltman, Jeremy Pounder and Marie Stafford, WARC Webinars, February 2018
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.
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.
This article summarises key insights from a series of papers on new ad testing methods which are driven by advances in technology and neuroscience and must focus on consumers' rational and emotional drivers.
Jasper Snyder and Manuel Garcia-Garcia, Journal of Advertising Research, Vol. 56, No. 4, 2016, pp. 352-367
Scholarship on advertising has traditionally focused on the effects of advertising on sales and proving that advertising is effective; less attention has been paid to looking at how the effects of advertising come about, especially when it comes to the most cost effective way of driving growth and sales.
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