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.
As a key US election year ramps up, candidates are putting out more and more sophisticated advertising than ever before, but new research indicates how neuromarketing techniques can optimise ads for a political audience.
Heather Andrew, Helen Haines and Shaun Seixas, International Journal of Market Research, Vol. 61, No. 6, 2019, pp. 588-600
In this article, Heather Andrew and Dr Shaun Seixas of Neuro-lnsight, and Helen Haines from Ocean Outdoor explain how modern brain imaging technology can be applied to measure people's emotional, subconscious responses to different forms of outdoor media, from static paper and paste posters to multisensory advertising screens.
The ninth iteration of Brainy Bar, hosted by Walnut Unlimited and WARC, featured an all-female cast of speakers providing advice and expertise on the ways in which neuro is leading changes in branding, communications and research.
Influencers can generate a significantly stronger emotional response and higher levels of memory encoding than TV ads, according to research seeking to move the measurement of influencer marketing effectiveness beyond reach and engagement metrics.
Pre-testing animatic television spots that have not yet finished the production process can be as useful as testing the final ad if the correct methodology is employed, a study in the Journal of Advertising Research (JAR) has argued.
Emma Jeffers, WARC Exclusive, October 2019
Reveals insights and findings from Ocean Outdoor and Unibail-Rodamco-Westfield’s research into the impact of digital out-of-home (DOOH) as a broadcast channel and how live broadcasts and pre-scheduled content drives brand affinity and engagement.
Account Planning Group - (UK), Entrant, 2019
Virgin Atlantic, an airline brand, increased sales globally by encouraging customers and staff to wear a wire while on board, which tracked consumers' reactions to the experience and allowed Virgin to transform its services based on the results.
Duane Varan, Magda Nenycz-Thiel, Rachel Kennedy, and Steven Bellman
There are competing explanations for why longer advertisements are remembered better, such as more time to memorize, add branding and claims, tell stories, and get attention, with some acknowledgment of diminishing returns.