Yes, context does matter in how advertising communicates, according to neuroscience studies conducted as part of the ARF’s “How Advertising Works” project. In examining the impact of humorous, fear-inducing, and sentimental programs, the studies yielded surprising and valuable findings such as this: sentimental ads may benefit from context alignment, boosting both memory and ad liking.
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How long is long enough for a digital ad to be considered “viewable” by consumers? David Gunzerath of the Media Rating Council’s overview of digital ad viewability, given at the ARF’s Leadership Lab in the fall of 2015, explains how the MRC developed its minimum standard of 50% of pixels on screen for at least one second for display ads and two seconds on screen for video ads.
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Catching consumers’ attention on social media can be a challenge. Scrolls and swipes can be so fast. How can advertisers get consumers to watch their ad to the end? Twitter and AceMetrix paired up to develop best practices on what keeps a consumer’s attention to the end of the ad, e.g., using strong visuals.
Great creative can drive a 15x lift in incremental sales over ineffective creative, according to this study from CBS, Nielsen Catalina Solutions, and Nielsen Consumer Neuroscience. But how do you know what great creative is before it goes on air? This study shows how a combination of neuroscience tools can help identify what makes creative great.
