Neuroscience Proves That Premium Long-form Video Drives Outcomes

This set the mood for the rest of the presentation which uncovers the fact that not all impressions are created equal In fact the difference in the advertising value of impressions is enormous and this goes far beyond attention or simple emotionDr Michael Platt Executive Director of Wharton Neuroscience then presented the main findings of the yearlong neuro study which processed a total of 540 people through the lab possibly the largest such neuro study ever done The findings are too voluminous to include all of them here but below we will provide a link through which you can see all of the major findingsEight ads were studied across eightamp160major verticals using forced exposure and ten contextual conditions Seven types of TVstreaming TV set YouTube and Facebook smartphone and ads with no context Most TV ads are viewed on TV sets and most YouTube and Facebook video ads are viewed on smartphonesFour EEG measures were taken attention memory encoding approachavoidance and synchrony the latter having been established by Wharton Neuroscience and top advertisers as the most predictive of the sales effects of advertising r091 Carl Marci had reached the same conclusionIn addition to EEG measures the study also measured eye tracking with and without eye fixations ad recall persuasion post only and RMT Motivational Resonance between each ad and each contextMajor FindingsTelevision generated sustained high positive effects on all EEG metrics whereas digital synchrony and approachavoidance effects were largely negative and sustained for less than a second for Facebook and for 5 seconds for YouTube during which time the eye tracking showed fixations mostly on the skip button and other content besides the ad This is in stark contrast to the fact that in the last ten years global ad spend has shifted from 23 digital to 80 digital including small advertisers In the US among national major CPG Auto QSR advertisers the shift was from 46 digital in 2017 to 69 digital in 2023There was no direct link to purchase data for the lab subjects studied and so synchrony was used as a sales proxy to estimate how well each of the other metrics might predict sales effects This showed that RMT adcontext motivational resonance was the best predictor of synchrony and therefore presumably the best predictor after synchrony of sales effects Other than supplying data RMT was not a part of this phase of the study RMT was invited to join as a partner in future phases as a result of this findingIt is a wellknown fact that biometric and neuro measures require far smaller samples to attain statistical significance than any other metrics used in marketing In this study the splithalf reliability analyses done by Wharton show that the same EEG results would have been obtained with only 10 subjects in each of the 10 cells instead of the 54 subjects per cell used in the studyAt the conclusion of the presentation the next phase in this initiative was announced in which all other buy and sell side companies are invited to share sponsorship and steering In Phase 2 which is a pilot study the EEG and resonance measurements will be taken out of the lab into the home shifting from forced exposure to natural exposure over a sixmonth period passively measuring ad exposures in the home and matching these to purchases made by the home compared against the householdamp8217s historical recordOne of the most exciting features of this study is the ability to see the impressiontoimpression changes in the four EEG measures associated with each of your ad impressions A quantum leap from seeing campaigntocampaign changes or weektoweek changes for the first time you will be able to see impressiontoimpression changes at the neuro levelBoth the Media Rating Council and the ARF offered to be advisors to the study and we readily agreed Lou Paskalis also agreed to join the project as an advisor and to bring the project to the attention of the smartest people in the industryOur plan for organizing Phase 2 is to start with a virtual meeting in Q2 with all interested parties By June we aim to know which suppliers we will be using and the sponsors and advisors will have a large say in this Therefore by June we will know the total costs to run Phase 2 for 6 months eg September 2025February 2026 and we can calculate the cost per sponsor which we aim to be as modest as possible The value shall be pricelessReports Available in Phase 2We will be able to report on all client ads and also to roll up findings to the brand and category level and even to the allads level We will be able to examine the relationships amongEEG ATTENTIONEEG MEMORYEEG APPROACHAVOIDANCEEEG SYNCHRONYCHANGE IN PURCHASE BEHAVIORMOTIVATIONAL CONTENT OF ADSMOTIVATIONAL CONTENT OF CONTEXTSMOTIVATIONS OF INDIVIDUALS BASED ON CONTENT CONSUMEDRESONANCE BETWEEN ADCONTEXT MOTIVATIONSRESONANCE BETWEEN ADPERSON MOTIVATIONSOne example of a report formatPhase 3It is our hope that by Phase 3 we are able to sign up sponsorssubscribers on an annual basis like other alwayson syndicated services and that Phase 3 becomes a new supplier providing valuable data to everyone for optimizing branding and sales effects of advertising The sample size and data suppliers will in large part be determined by the clients The aim will be coverage of all TV and digital ad exposures The target will be coverage of 80 of the average panelistamp8217s TVdigital consumptionPlease click here to receive the major findings of Phase 1 and a more detailed description of the multiphase planPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Neuroscience Proves That Premium Long-form Video Drives Outcomes

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