Adverscience

Adverscience HARNESSING SCIENCE TO ENHANCE AD CREATIVE O In the display ad industry's programmatic media buying frenzy, creative messaging has become somewhat of an afterthought, yet the right creative/audience data combination can considerably boost an ad's performance. Your Brain on Advertising There's a science behind creative messaging. The brain's reaction to an ad's design translates into a specific response. O Posterior Parietal Cortex, Superior Prefrontal Cortices: Regions activated by factual/cognitive advertising O Left Hemisphere: Visual cues transferred from short- to long-term memory Ventral Striatum: Region activated by ads (aka "the reward center") O Amygdala, Orbitofrontal Cortices, Brain Stem: Regions activated by emotional advertising THE SWEET SPOT 3,000 Higher ventral striatum activation = greater ad response Average daily number of ads the brain is exposed to 86 Billion Average number of neurons in the human brain. Anything we do, think or recall activates these neural networks, which strengthens the connections for future engagements with the same activity. Emotional Connection = Engagement There is no universal measurement for creative engagement: each brand measures creative engagement differently. Yet, we cannot deny the power of the brain's response to an ad. The other 95% (the unconscious part) Most marketers only tap into 5% of our brain (the conscious part.) drives choices and actions. 90% of the brain's sensory information processing is visual. 2 seconds (2000ms) To predict future behavior 250 milliseconds For the brain to absorb and filter visual cues 13 milliseconds For images to elicit context and emotion 8 seconds 30% >70% of our decisions and of consumer loyalty Average consumer attention span behaviors are actually and spending driven by rational considerations. decisions are based on emotional factors. What if you could sway an ad to foster a stronger emotional response? Personalized ads generate this response. The Creative Comeback One creative, many brains. What if we tailored the creative ad message to deliver the right message to the right audience-to elicit the greatest response? 48% By mid 2016, 50% of all creative of marketers surveyed say programmatic enhances creativity. messaging will be programmatic. Enhancing programmatic ads with the creative requires both right and left brain hemispheres, resulting in engagement, recall and influence. Programmatic creative transforms generic ads to behave, look, and speak appropriately according to each individual based upon: YOUR AD HERE LOCATION PLATFORM TIME YOUR AD HERE PLACEMENT WEATHER Capitalize on Your Creative Striking the perfect balance between the art and science of creative messaging, programmatic creative grabs consumer attention like no other advertising before. With the vast majority of consumer loyalty and spending determined by emotion, personalization makes all the difference. celtra O SOURCES: American Medical Association I Brain Topography| Fast Company I Nielsen I Psychology Today I Technical.ly | Mobile Display Ads Performance Report, Celtra 2011| "What makes online content viral?" (Journal of Marketing Research) | The Human Brain