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

Cynopsis 02/22/24: Apple launches Apple Sports for iPhone

Apple launches Apple Sports for iPhone

Thursday February 22, 2024 Today’s Premieres Bravo: Summer House at 9p Max: Jellystone Netflix: Avatar: The Last Airbender; Death in the Dorms IN THE NEWS Comscore released an enhancement of its cross-platform audience measurement solution, Comscore Campaign Ratings. Comscore Campaign Ratings Local (CCR Local) gives advertisers access to deduplicated audience measurement at the local market […]

Cynopsis Esports 2/22/24: Embracer CEO causes uproar; Team owner sues Call of Duty League; Super Bowl ads shift away from gaming

Thursday February 22, 2024 Good morning! It’s Thursday and this is your early morning Esports and Gaming brief. Gaming conglomerate Embracer Group’s restructuring is in “the final stretch,” but the company’s messaging could use some major work moving forward after CEO Lars Wingefors said its No. 1 value is to “maximize shareholder value in any […]

02/21/24: Cynopsis Jobs

jobs2

MANAGER, CONSUMER MARKETING TV One SILVER SPRING, MD – HYBRID REMOTE Contribute strategic thinking and new ideas to the building and development of consumers promotions and marketing campaigns and work on marketing strategies, in partnership with the internal research team and media agency, for programming initiatives to inform our understanding of the target audience. Full […]

Cynopsis Digital Out of Home 02/21/24: Hypermedia does Dubai; AdQuick strikes a deal with Crackle Connex; CTI acquires Vistacom

Wednesday February 21, 2024 Hypermedia inked a 10-year deal with developer Nakheel granting Hypermedia, a subsidiary of W Group Holding, media rights and development privileges for Nakheel’s communities and assets across Dubai. The digital network to be installed across Palm Jumeirah features various formats, from digital unipoles at the entrance to large panels along the […]

Cynopsis 02/21/24: Fubo suing Disney, Fox and WBD over joint venture

Fubo suing Disney, Fox and WBD over joint venture

Wednesday February 21, 2024 Today’s Premieres AppleTV+: Constellation; Messi’s World Cup: The Rise of a Legend Netflix: Can I Tell You a Secret? History: Pawn Stars Do America at 8p; Pawn Stars at 10p Disney+: Star Wars: The Bad Batch Today’s Finales Freeform: Chrissy & Dave Dine Out at 9:30p Paramount+: The Family Stallone IN […]

CynCity

Cynsiders