Two Seconds of Ad Exposure Insufficient for Brand Growth

YouTubeamp8217s 54321Skip platform can go as high as 45 seconds with a small percent of higher outliers but there the ad attention is shared with the Skip buttonEvidence is beginning to accumulate in neuroscience that in 12 or even 45 seconds of attentive viewing it is physically impossible to cause the kinds of brain reactions known to be very highly predictive of sales effectsAt the Advertising Research Foundationamp8217s AUDIENCExSCIENCE 2024 Conference packed with worldclass new findings it was my honor to copresent the flash results of the FOXWharton Neuroscience InitiativeBill Harvey Consulting 2024 Neuro study whose full results will be released in May Two Wharton leaders in the field Elizabeth Johnson known as Zab and Michael Platt and FOX EVP Audrey Steele and I presented the first 3 of the sample of a tencell study using a battery of neuro biometric and verbal measures of eight ads each representing a different major vertical The ten cells are media types including TV set and smartphone types such as social media and YouTube seven types of television including streaming and ads shown without any contexts as a quasicontrol group baseline The eight verticals together represent more than three quarters of all national advertising revenuesMichael and Zab presented earlier work with major advertisers in which many different brain measures were analyzed to determine which brain metrics best predict sales Three specific brain metrics stood out as being highly predictive of sales effectsSynchrony which accounts for about 90 of sales effect is when the sample population shows the same patterns at exactly the same timesApproach the ratio of leftright frontal cortex Alpha wave activity In this context also known as Brand AttractionMemory EncodingAll of these measures need more than a few seconds of attention to bloom as shown by Michaelamp8217s charts showing the secondbysecond buildup of these brain reactionsBrand attractionjoy takes 15 seconds to peakNonpremium digital39s 12 seconds of attention can reinforce but rarely change behaviorThis finally explains to me why the study TRA did with Comcast and Dunnhumby about ten years ago found that TV was more than twice as strong as digital at bringing in new brand customers A few seconds of reminder advertising can have sales effect on existing customers but it is not enough time to persuade a nonbrandbuyer to give the brand a try Itamp8217s because of the nature of these brain effects and the time they require One more mystery solvedThis also explains to me why fewer than one in five brands studied grew market share over the past ten years according to the FOX Bill Harvey Consulting MMM analysis of all major brands in verticals representing about half of all national ad spend It was the overshift to newer lower cost platforms whose accessible metrics and younger skew suggested unproven longterm effectivenessNonpremium digital with its addressability measurability and interactivity and walled garden ability to report results selectively has made sales for sure amp8211 especially for direct response which enables landing pages that provide adequate seconds of attention to move the brain needle But the current imbalance cutting deep into the TV muscle has constrained those sales to past customers not to brand penetration growthIronic considering that the number one cry by brands is for brand growthAs TV catches up in addressability measurability and interactivity the dollar pendulum will swing back and wise brands will not wait for that before switching back to more TV weight in order to gain the jump on competitorsWith only 3 of the sample completed only one new findings slide was presented by the FOX Wharton BHC team at ARF AxS 2024 combining all the different types of linear TV and streaming and comparing that with YouTubeAttraction and memory are sustained for ads shownin premium channels compared to YouTubeWhat this shows is that TV sustains its salescausing brain effects far longer than YouTube In May of 2024 it will be fascinating to see how this compares for the different types of TV measured broadcast prime cable sports news streaming and for social media TV set vs mobile device eight different verticals and including the Synchrony metric which requires more sample sizeThe other thing that jumped out to me from this slide is how low the performance of advertising is without any media content around it We have always wondered how much of advertisingamp8217s value comes from the media environment The answer is that the media contribution is enormous It may even be higher than the 35 of incremental sales estimated by TRA Recently NCS estimated it at 39 for TV but far lower at 26 for digital These latest big data singlesource and neuro findings are coming together to help industry understanding of WHY the flow of dollars away from TV is capping brand growthPosted 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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Two Seconds of Ad Exposure Insufficient for Brand Growth

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Two Seconds of Ad Exposure Insufficient for Brand Growth

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