Here, at Synetiq, we have measured hundreds of ads in the last years and we have to say advertisers were dealing great with the current situation. From homemade videos to very special pieces, the screen was always colourful. Still, there are a couple of things you have to consider when it comes to brand communication in these very difficult times we experience nowadays.
Due to the cut of the marketing budgets and difficulty in filming, the lifespan of existing campaigns has become observable. In the year 2022, the competition for media space will intensify, so it is essential to follow the efficiency of campaigns on a daily basis. Although using the same spot for a long time can save a lot of money for advertisers, it carries a high risk of potential wear-out.
Sanofi’s brand manager, Fruzsina Fejes, one of Synetiq’s clients shared her experience and opinion about working with neuromarketing. If you are curious, how neuromarketing research can help you to improve your advertisements or why Sanofi, one of the biggest healthcare advertisers choose to use this methodology, the next lines are for you.
Music has a significant influence on our mood and emotional state. Just think of your track lists you have for running, gym, partying or just a romantic evening. We can change our thoughts simply by picking the right song. The power of music was, - of course -, also recognized by the advertising industry, so nowadays we almost never come across any TV commercials without tunes.
The short answer is: with the help of eye trackers. There are of course multiple types of eye trackers, but the most common one is the remote eye tracker. This device is placed right below the screen, what the participant is watching. It basically is an infrared light source and sensor in one. The pupil absorbs light, so eye trackers with this method easily detect the pupil as the area which has zero reflected infrared light. With the pupil fully detected, we are only a step away from calculating its dilation, which is usually a built-in function of an eye tracker.
A/B testing or split testing is not a new concept, psychologists and life sciences have been using the methodology in lab environments for a long time now. While there are easy to implement solutions to test various online campaigns or products (such as banners, apps, skippable video ads, etc.), conducting A/B testing in case of a big budget TV commercial is not as straightforward.
If you are still hesitant to try out neuromarketing, or you want to get inspiration about what others use the methodology for, the next lines are for you: read what László Baka, Brand Marketing Manager at Heureka Group (árukereső.hu) thinks about neuromarketing.
In the age of Big Data, many companies struggle with finding balance between being intuitive and relying on data. In marketing, one can not live without the other; although data is the pure reality of your consumers’ behaviour and opinion, mistakes can happen, so staying critical is always very important.
Although neuromarketing research methods are mainly good for measuring already existing, almost-ready ads, due to our big data (more than 6000 measured ads) many patterns can be read out of the results. As creative concepts can not be measured, they can still benefit from the insights we get out from neuromarketing research. The question is: how?
Here, at Synetiq, we believe in the future of database creativity. Ad creation should not be blocked by data - data should simply support ideas. When you know what your consumers really like, how they behave and what is in their unconscious mind, you can be creative in a guided and effective, but still, free way. Your ideas will not come out of nowhere - they have a base and a purpose. By 2021, - in the ages of Big Data - all big companies know a lot about their consumers - why should we close our ears and not take advantage of this bunch of information? Using data makes you more successful - and being more successful brings you more clients and more happy consumers.
Have you ever seen an ad that felt oddly relevant to your life? The answer is probably yes for most of us. But have you ever wondered whether the ad could have been as emotional with a different protagonist? Probably not, but creatives frequently have to face this question when casting for a commercial. Our friends at Studionarratives wondered about the same, and hand in hand with Synetiq - using our biometric measurements -, we were able to find some answers.
As now all seasonal holidays are heavily commercialized, we shouldn’t forget that Easter is just around the corner. Even if you’re not in the “chocolate bunny business”, there is a great sales opportunity in it. Although in terms of seasonal communication Easter is not as wide as Christmas, it is still worth it to put energy in the creative planning of an Easter theme TV spot.
