The ad impact is often not obvious. Surveys provide blurry and quite contradictory answers. Behavioural tools turned out to be a godsend! By testing top brand campaigns with nonconscious research tools, we received unexpected non-trivial insights.
How do our brains experience Print, Digital, TV and Outdoor Advertising differently? In this talk, you'll discover the answer, based on a fusion of cutting edge technologies such as Eye Tracking, Virtual Reality and EEG neuroscience.
Our journey to better understand the impact of advertising dollars on sales beyond the short run. Operating on a hunch, we ventured to harness the wealth of customer perception data and the best of existing statistical models at Microsoft to deliver measurement of advertising's long-term impact. The value this exercise would deliver to the business, however, was unprecedented.
Famous for the quote "half my advertising is wasted, I just don't know which half, John Wanamaker would be concerned that over 50% of online ads served are not seen by anyone. Many of the rest are not seen by their intended audience and some major advertisers are reassessing their digital ad budgets. We explain how brands and marketers can use campaign optimization data and insights to determine whos really seeing their digital ads, and how those people are reacting to them. And we answer the most commonly-asked questions about this approach.
Its said that 95% of all purchasing decisions are not made consciously. In other words, brands that evoke our emotions always win. When it comes to designing a content-marketing campaign, theres no such thing as a bad emotion! Well show you why...
As more advertising spend migrates online, theres a need to understand differences between online ads that drive short-term sales and those which drive long-term, profitable brand growth. This need is particularly acute as the industry faces pressure to prove ads are actually being seen, and from consumers increasingly blocking intrusive ads. Moving the profit needle digitally has never been so important, but its never been so hard!
Learning from masters of sociological thought, we understand the future of advertising already today. Say Goodbye to target audiences and media and Google. Say Hello to smart machines, liquid self-concepts and technological armed consumers!