B&P - Brand an the Brain: Como o cérebro humano reage a publicidade digital?
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BRANDS AND THE BRAIN Como o cérebro humano reage a publicidade digital? MEV BERTRAND CONSULTORA E NEUROCIENTISTA NEURO-INSIGHT
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Transcript of B&P - Brand an the Brain: Como o cérebro humano reage a publicidade digital?
BRANDS AND THE BRAIN
Como o cérebro humano reage a
publicidade digital?
MEV BERTRAND
CONSULTORA E
NEUROCIENTISTA
NEURO-INSIGHT
Brands and the
brain
Exploring the subconscious
Consumer neuroscience
Consumer neuroscience n. A field
of market research that studies
consumers’ sensorimotor, cognitive
and affective responses to marketing
stimuli
Measuring brain response
SST – what it is
SST – What it is
SST – What it is
SST – What it is
SST – What it’s good for
Measuring fast changes in real time
Studies can be run in everyday
locations
Requires a single reading from each
respondent – avoid fatigue
Bear in mind: neuro doesn’t do everything!
Two areas where neuro really adds value
Understanding
emotional impact
Assessing the impact
of context
Emotion really does matter
Emotion and decision making
Our brains find it hard to talk about it
An example
An example
It’s especially hard for men!
But where emotion matters, neuro helps
Example – Diet Coke
Example – the more recent ad
Example – a success with men and women
That’s not to say emotion is everything
Memory is key too
An example – Cadbury’s Gorilla
20% uptick in
reported brand
favorability
An example – Cadbury’s Gorilla
An example – Evian’s viral campaign
An example – Viral or effective?
Assessing the impact of context
An example – cross-media effects
Social media reinforces engagement to TV
What it means for brands
An example- mobile social media platforms
What we measured
Long-term memory
encoding
What we measured
Long-term memory
encoding
What we measured
Engagement
What we measured
Long-term memory
encoding
What we measured
Emotional intensity
What we measured
Long-term memory
encoding
What we found…
Versus general web
browsing Memory
encoding levels are
56%higher
Content on Twitter is more impactful
Engagement
is+45%Emotional intensity is
+84%
Memory response to
active interactions is
14%higher than for passive
behaviours
0,97
0,86
0,50
0,60
0,70
0,80
0,90
1,00
Memory encoding composite
Memory encoding levels for active versus passive
interactions (all coded activity)
Active interactions
Interaction is key
What it means for brands
Context needs to be targeted
and consonant in order to drive
engagement
This is something that Twitter
can delivery uniquely well
Content has the ability to
drive engagement and,
particularly, emotional
intensity
This is what brands themselves
need to deliver
What it means for brands
.
Live events context
.
What we did
100
130
0
100
200
Inde
x
Emotional intensity – live groups versus non-live groups
– All activity
Non-live groups Live groups
Across all social media
activity, emotional intensity
is
30%higher when people view in
a live (versus non-live)
context
The impact of mobile is stronger in a live context
And for live video, this
figure rises to
65% versus the same content
viewed later in a non-live
context
100
165
0
50
100
150
200
Inde
x
Emotional response to the same content tweeted live and later
Video originally seen live, retweeted in non-live groupsLive video viewed in context
Response to live video is exceptionally strong
But day after videos are more memorable
0,63
0,830,78
1,04
0,69
1,11
0,00
0,20
0,40
0,60
0,80
1,00
1,20
Memory Average Memory Peak
TWITTER VIDEO ACTIVITYTwitter Videos Related to Live Events in Live
and Non-Live Circumstances
Live Event Videos
Highlight videos seen after
the game and the glossier,
produced “next day”
videos both elicited higher
levels of memory
encoding response than
the live videos.
What it means for brands
What it means for brands
Five golden rules
1. Take advantage of
relevant context
2. Drive a strong emotional
response
3. Prompt interaction
4. Focus on enhancing the
viewing experience
5. Harness the power of live
videos
