Building Better Emotional Connections: The Brain & Video Advertising
Chances are if someone asked you, “What is the most recent ad you saw on the web?”, you would struggle to remember which it was. You would go through your browsing history and mentally try to visualise all the ads you saw on each page, and the brands associated with those ads.
If this sounds like you, you are certainly not alone! In 2015 Time Magazine covered a study by Microsoft that found that the average attention span dropped from 12 seconds (in 2000) to eight seconds. The headline claimed, “You now have a shorter attention span than a goldfish”.
If we think about the internet as an enormous library, it’s not surprising that we are unable to focus on one thing for a long period of time. The internet experience invites users to read as many topics and pages as possible but users don’t usually delve deep – in fact they often leave web pages within 10–20 seconds, meaning that brands have approximately 11 seconds to grab attention and create a memorable brand experience.
So how can advertisers ensure that their digital ads succeed in both harnessing attention and providing consumers with an experience that will be remembered? The answer may lie in a greater understanding of how the human brain links memory and emotion.
The limbic system’s role in processing memory and emotion
The brain is composed of different areas, each with specific properties and functions that all work together. For the purposes of this piece we’ll focus on the brain’s limbic system, which is a collection of structures that are involved in processing memory and emotion.
The amygdala, or what we could call the “subconscious centre”, is the structure that controls emotions, emotional behaviour, motivation, reward processing and decision making. The amygdala interacts with the hippocampus, the structure in charge of learning and memory, by attaching emotional content to memories. Those memories with strong emotional components are the ones that are most likely to stick with us, over those with little emotional content.
Why emotional experiences are most remembered
Coming back to our initial question, you might have remembered an ad that stirred feelings or emotions, but maybe it wasn’t the latest ad you watched. It’s also possible, you don’t even remember perfectly the content of the ad, but you did successfully remember the brand associated with it.
The most simplistic explanation for this: when processing emotions our brains produce a series of neurotransmitters such as dopamine and serotonin which are delivered across the brain network. This mechanism helps create a positive association between the brand and the good feelings. It becomes apparent then that for advertisers, the key to memorable advertising is through creating experiences that resonate with consumers on an emotional level.
How your advertising can build better emotional connections with customers
Here are a few tips to ensure your advertising makes a lasting impact within the minds of consumers:
- Video: Video is one of the most powerful mediums for establishing an emotional connection with consumers. The sight, sound and motion of video engages various senses and can tell a richer, more evocative story than solely words or images can. Even in environments where consumers have been known to have low attention spans, elements like video teasers can be an effective way to capture attention and invite the consumer to explore a brand further.
- Appeal to your customer’s challenges or frustrations: Show your audience that you understand their problems and are there to make their lives easier. Including features like testimonials, case studies, or info product galleries alongside your video ad can help communicate assurance that your products or services will help them solve their challenges.
- Create buzz & excitement: Build up positive feelings around an event or sale by including a countdown clock or discount/special offer within your video ad unit. The latter feature not only creates an incentive to convert, but also helps activate the brain’s reward circuit, where our brains note that an important or pleasurable event happened and is worth remembering and repeating.
Attention and brand recall are valuable currency in this modern digital age where consumers are exposed to hundreds of ads daily. Advertising that elicits an emotional response is not only more likely to be remembered, but also more likely to drive positive brand sentiment and consumer action.
Interactive video advertising delivered across multiple screens is one of the best ways to connect with customers on an emotional level. Check out VDX.tv’s research study with MediaScience to learn how ads delivered across a combination of screens impacts outcomes like brand awareness, brand opinion and purchase intent.
Latest News
Revium Snags Peter Bauld From Deloitte Digital
Revium, a leading full-service digital and AI consultancy, has announced the appointment of Peter Bauld (lead image) as Executive General Manager. Revium is a full-service digital and AI consultancy with over 20 years of experience creating engaging digital experiences for leading organisations and their customers. Bauld joins Revium after an illustrious career spanning over two […]
EMG/Gravity Media Names New Managing Director
The makers of Australia's Got Talent has been a magnet for senior hires in recent times.
Opinion: Shark Tank’s Sabri Suby Slams Politicians Jumping On TikTok Ban Bandwagon
Are politicians actually scaremongering about TikTok or just fed up of you doom-scrolling in the work bogs?
TV Ratings: “Ivana Was Robbed” – Final Three Contestants Revealed On Australian Idol
B&T's unsure if these Idol contestants look extra young or whether we are as old as we feel.
Veridooh Snatches Prashand Menon From ScentreGroup
Out-of-home OOH) and digital media leader Prashand Menon (lead image) has joined OOH ad tech company Veridooh as group business director within NSW and QLD. Menon joins Veridooh from his most recent role as ScentreGroup’s group business director and brings with him more than 10 years of experience in Australian media. Previously, he held positions […]
Creative Content Studio OK COOL Answers APAC’s Call, Opening In Melbourne
Life set to get extra confusing for new agency staffers mistaking OK COOL for a pass-ag housemate text message.
Harry’s Cafe de Wheels & Hipages Launch New Pie To Fuel Tradies While On The Tools
The pies should apparently be better for tradies' health, apparently but won't be better for on-site ribbing.
Women Leading Tech’s Woman Of The Year Megan Dalla-Camina: What’s The True Cost Of Cutting DEI Spending?
Cutting DE&I spending might seem easy but you might change your mind when faced with Dalla-Camina's ire.
Thrive Introduces A Batch Of New Senior Leadership Roles
You could say that Thrive is set to thrive with these new hires. But that would be too obvious.
It’s Coming Home! Sponsors Make Subbuteo World Cup Finals Free
No idea what Subbuteo is? You clearly had a more exciting childhood than our editorial team.
Media Bigwigs Bet On Predictive Intelligence Platform Prophet In $5M Seed Funding
Prophet, profit, geddit? Must be laugh-a-minute in this startup's office.
CommsDeclare Brands Shell Energy An “Olympic Gaslighter” & Urges Agencies Not To Pitch For Creative Account
And we thought the gaslight Olympics took place in the Coogee Bay Hotel smoking area!
AFL Wins Battle With Warner Bros. As New AFL Team Is Revealed
There hasn't been this much wrangling over a cartoon animal since, well, ever!
BBC Podcasts Go Global With Amazon Music
Ironically, BBC podcasts unlikely to be available in the Amazon given the lack of signal.
Johnson & Johnson’s Former Consumer Healthcare Arm Reviews Creative
J&J inspired by Scottish term for knowledge 'ken' in its rebrand; nothing says 'wise' like a shot of Listerine.
Kat & Co Transforms Into THE WORLD OF Experiential Agency
After more than twelve years of producing experiences for some of the world’s most innovative brands, including Hermes, Van Cleef & Arpels, Louis Vuitton, and Tiffany & Co, Kat & Co has quietly metamorphosed into THE WORLD OF. THE WORLD OF is an experiential agency at the juncture of culture, technology and the human condition. […]
Adobe Brings Firefly Generative AI Into Substance 3D Workflows
Still unclear of what generative AI actually is? Steer clear of this story.
Clemenger BBDO Introduces Saucy Campaign With Declan Cleary & Lee Kum Kee
When we heard this was a saucy campaign, we thought it be the barbecue and ketchup showdown we'd been waiting for.
Gawk Acquires 40 Billboard Locations From Transad
Gawk makes it move out of VIC into NSW with acquisition. Has promised to stop going on about Melbourne nightlife.
All About Attribution: Commission Factory Releases New eBook
Ever wanted to dive deep into channel attribution? Consider this the perfect springboard.
SMG Studio Launches Risk: Global Domination X Dune Part Two
Through a licensing agreement with Legendary Entertainment, SMG Studio inked the rights to adapt Dune: Part Two into a game based on Risk: Global Domination, Hasbro’s interactive board game. Inspired by Denis Villeneuve’s cinematic masterpiece, Dune: Part Two, this new digital adaptation, RISK: Global Domination X Dune: Part Two, is poised to captivate players from […]
RMIT Study Reveals That 73% Of Employees Don’t Believe Gen AI Is Relevant
Noticing staff switching off when you tell them about gen AI? Understand why here.
Australian Eggs Launches Egg-citing New Campaign Via Connecting Plots
How do you like your eggs in the morning? We usually skip them and go straight for the darts and whisky.
Future Lions 2024 Invites Young People To Be Heard With Spotify
Future Lions, of course, is the AKQA-backed student initiative at Cannes Lions, not a feeder for the rugby team.
QMS: Taylor Swift, Lunar New Year & Mardi Gras Were Boon For OOH Market
Taylor Swift, Lunar New Year and the Sydney Gay and Lesbian Mardi Gras Festival have had a dramatic impact on the number of people moving in and around Sydney over the past month, drawing big crowds into the heart of the city and its surrounding suburbs. New data from digital outdoor company QMS reveals a […]
Legend John McEnroe Joins Pepperstone’s Team Of Global Tennis Ambassadors
Despite the deal, McEnroe remains confused about difference between above- and below-the-line marketing.
LinkedIn Launches New Thought Leader Ads For Companies To Promote Member Posts
Though LinkedIn couldn't get any more insufferable? You thought wrong.
Latrell Mitchell Smacked On Wrist After Dropping Multiple F-Bombs In Post-Match Triple M Interview
Andrew Abdo has confirmed he is not angry... just disappointed.
TV Ratings: “When You Do Love Yourself, You’re Amazing” – Is This MAFS Most Heart-breaking Split?
Hold the press. MAFS groom and bride actually shown to be nice people.
Opinion: The Only Drag Marketers Should Be Worried About
Thought Transactional Drag was a lifeless club night in Newtown? Read this and you'll think again.
AWARD School Welcomes Class Of 2024
It's best to think of AWARD School like Survivor but with pitch decks instead of swimwear.
Interest In Motorsports Reaches New Heights As Formula 1 Grand Prix Revenue Expected To Surpass $100 Million
Need to get a dull sports client some quick results? Rustle up a Netflix series and watch the dollars roll in.
Chair Rob Murray To Depart As SCA Considers ARN’s Latest Takeover Bid
Struggling to make heads or tails of the SCA & ARN saga? Add this to your woes.
Adland Legend John Singleton Separates From Seventh Wife
Singo calls it quits with seventh wife as his race with Rupert Murdoch to become the most-married man continues.
ACCC Eyes Search Competition, Citing ‘Decreasing’ Quality & Rise In Generative AI
The only decline in search quality we notice is when B&T doesn't appear at the top of Google.
“Imagine A Career Above The Clouds”: Royal Australian Air Force Launches New Campaign Via VML
Don't worry about the forthcoming war with China - at least you'll get a bird's-eye view of the apocalypse.