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.
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.
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.
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.
Our Approach metric shows whether people have positive or negative feelings towards what they’ve seen or experienced. The name of the metric comes from the phenomenon called approach-withdrawal motivation, which is the term that describes whether a person wants to get closer to a stimuli, or distance themselves from it.
As we already discussed in a previous article, “neuromarketing” is the application of neuroscience to marketing. But why is it beneficial to rely on neuromarketing research when it comes to measuring your advertising performance?
Az elmúlt fél évben a COVID-19 világjárvány nem csak az emberek hétköznapi életét forgatta fel, de a vállalatokat is hatalmas kihívás elé állította. A gazdaság és a fogyasztás hirtelen visszaesése szinte minden cégtől új, költséghatékonyabb működési stratégiát kívánt meg. Mindannyian kíváncsian várjuk, hogy hogyan befolyásolták ezek a lehetőségek a hosszú távú reklámozási szokásokat, de először is tekintsük át a COVID-19 időszak terméseit és storytelling ívét!
Here at Synetiq we are passionate about successful ads and we love to share our experiences with you. In this article we continued to list the checkpoints that are worth considering before creating a new ad.
Based on our experience here at Synetiq, the level of light in an ad can, and usually do have a negative affect on both the ability to involve viewers, and also the level of emotional resonance with the spot. But it doesn’t mean you have to completely eliminate this tool from your library either. What is the mechanism, and what waves does darkness ripple in brains?
