Mindshare U.S. Launches NeuroLab To Bust Media And Marketing Myths

Mindshare’s NeuroLab  has been launched with the goal of challenging long-held marketer assumptions around ad creative, storytelling, and more, and create new opportunities for brands to connect with consumers .  

In the New York office of Mindshare U.S., the global media agency network of WPP, the NeuroLab uses medical-grade EEG (electroencephalogram) and GSR (galvanic skin response) technology to measure second-by-second, non-conscious neurological responses to brand stories and media. The NeuroLab supplements the data from these neurological responses with pre-and-post Implicit Association Tasks (implicit bias testing), as well as quantitative survey responses.

First stop: Audio-only ads vs visual-only ads. “One of the most surprising, and moving, findings from the study was just how enormous the power of audio was for speaking to consumers in very personal ways,” Arafel Buzan, Co-Lead, NeuroLab, Mindshare U.S., tells Cynopsis. “For example, when an ad mentioned ‘love’ we saw 40% higher emotional intensity of the ad when it was audible versus visual. When we hear a love story, we cast the ad with actors from our very own love stories, creating more personal and powerful content. Just think, if you hear an ad about ‘the most beautiful woman in the world’ versus if you’re shown the woman—with the former, when you hear the line you think of your version of beauty, or a loved one. The power of audio to tap into the vividness of our memories and daydreams is a massive underutilized resource in media. We hear so much about personalization in media, but there’s nothing more personal than our own memories.”

More findings:

1. Audio ads elicit much stronger emotions from consumers.

Brand stories told just audibly elicited an average of 21% higher emotional intensity than brand stories told just visually, eliciting an average of 50% more positive emotional peaks than brand stories told just visually. 

2. Consumers are much more receptive to audio branding and calls-to-action.

At the moment of end branding, audio stories elicited 18% higher average positive emotional response than visual-only stories. This resulted in a more positive encoding of the brand.  When comparing audio-only ads to visual-only ads or ads that have both, audio was the only one with a consistent increase in emotional engagement for the end branding. In contrast, consumers were much more likely to shut off emotionally by the end of visual-only or combined ads. There is something about audio ads that makes calls-to-action uniquely positive emotional experiences for consumers. 

In addition, implicit bias testing also showed that brand stories told just audibly elicited three times more positive brand associations than brand stories told just visually—though not as much as combined audio/visual stories.

3. Love is a story best told between the ears.

The research found 40% higher emotional intensity for audio brand stories that mentioned “love” when compared to visual-only brand stories that mentioned love. 

The next phase of Mindshare U.S.’s analysis will focus on specific brand nuances and categories across beauty, retail, travel, and luxury. Additionally, phase two will further explore the relationship between neuro performance and measured performance of each tested ad.

Related Stories

07/22/19: Cynopsis Media Tech Update

  Cynopsis MEDIA TECH UPDATE Good morning. It’s Monday, July 22, 2019 and this is your first Media Tech Update. Join us every Monday morning!  Anti-piracy company Vobile Group announced an agreement to acquire the RightsID and ChannelID assets from ZEFR, the contextual targeting platform for brands. The acquisition allows Vobile to build […]

Comscore’s Latest TV Study Advises Breaking With Old Thinking

By Charlene Weisler When the currently accepted landscape shifts and changes, we tend to stick to familiar narratives that have informed us in the past. But as consumers explore a range of new viewing behaviors such as binge watching and cord-cutting, and discover new programs on a range on platforms and devices, sometimes the established […]

07/22/19: The Orville moves from Fox to Hulu

  Monday, July 22, 2019 Good morning, this is your first early-morning briefing. Tonight’s Premieres: Cooking Channel: Yum and Yummer at 9p Discovery: Aaron Needs a Job at 10p Food Network: Worst Bakers in America at 10p GSN: America Says at 9p ID: Serial Killer: Devil Unchained at 9p PBS: POV Shorts at 10:30p TLC: The Family […]

07/21/19: Cynopsis Jobs

  Job of the Week SALES RESEARCH DIRECTOR ION MEDIA NYC Oversee the Sales Research team and arm the Sales group with network performance metrics, competitive advantages & thoughtful research stories. 7-10 yrs of Sales Rsrch exp within the media industry. Exp w/Nielsen systems & other research tools (Nielsen, MRI, iSpot, etc.) Full info 

  • Manager, Ad Sales Insights, Primary, Targeting & Attribution Research

    Turner
    The Turner Story Turner is a division of WarnerMedia along with our sister companies, HBO and Warner Bros., delivering brands like CNN, HLN, TNT, TBS, Adult Swim, Cartoon Network, Turner Sports and so much more! http://www.turner.com/ See what it’s like to work at Turner! Follow us on Instagram, Twitter and Facebook [...]
    Location:
  • Associate Account Executive Direct Response

    Crown Media - Hallmark Channel
    This position is responsible for negotiating the sale of short-form commercial inventory to Direct Response advertisers for Crown Media Family Networks: Hallmark Channel, Hallmark Movies & Mysteries, Hallmark Drama, and Digital properties.   Essential Functions: ·       Oversee daily stewardship and maintenance of various accounts from assigned agency and client list ·       Establish and cultivate strong [...]
    Location:
    Category:
  • Sales Planner

    Crown Media - Hallmark Channel
    ROLE SUMMARY/PURPOSE This position is responsible for providing support to the Advertising Sales department by working with Account Executives to service clients on a daily basis. ESSENTIAL FUNCTIONS ·       Build sales plans ·       Assist in the daily maintenance of media schedules ·       Service agencies and client requests such as media kits, tapes and traffic concerns [...]
    Location:
    Category:
Go to Jobs

CynCity

Cynsiders

Instagram

© 2019 Access Intelligence, LLC – All Rights Reserved.