Editor’s Note: Here are two related articles on adverting during this crisis. First, a report on the enormous change in TV ad categories from February 24 to April 6, with unprecedented spikes in Government & Services as well as Advocacy & Corporate, while ads for Cars and Entertainment declined. The second report reveals an unexpected boost in the number of brands since the start of the COVID-19 pandemic, and explores the reasons for this development
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Digital marketing’s fast pace allows for unprecedented testing of what drives ad success. This study combines human coding and machine learning across over 2,300 food, beverage and restaurant video ads, to reveal how sensory cues like “crunch sounds” and human interaction can significantly boost brand awareness, consideration and purchase intent—while some commonly used tactics, surprisingly, fall flat.
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Editor’s Note: Here are two related articles on adverting during this crisis. First, a report on the enormous change in TV ad categories from February 24 to April 6, with unprecedented spikes in Government & Services as well as Advocacy & Corporate, while ads for Cars and Entertainment declined. The second report reveals an unexpected boost in the number of brands since the start of the COVID-19 pandemic, and explores the reasons for this development
Read more »
Member Only Access
This study explores the impact of Gestalt psychology on consumer behavior in mobile food delivery marketing. By analyzing brainwave activity, the research demonstrates how organizing visual elements in a Gestalt format can influence purchase decisions. The findings reveal that products placed in a Gestalt format led to higher purchase rates and lower cognitive conflict compared to non-Gestalt formats.
The study also highlights the importance of complementary cross-selling products in enhancing the visual Gestalt effect. When main and cross-selling products are placed together in a Gestalt format, consumers experience a more positive emotional response and are more likely to make a purchase. These insights can help marketers optimize product placement interfaces to boost sales and improve user experience.
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