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
TV Ratings (18/04/2024): I’m A Celebrity Wins Prime Time And Key Demos
Aussie viewers can be a harsh lot at times. Only days after Ellie Cole bled her heart out, she has been sent packing.
Effie&co Launches New ConnectAsia Division To Help Aussie Brands Market To Asian Consumers Overseas & At Home
Not provided is advice on using chopsticks and not spilling ramen down your shirt.
Cashrewards Sets Out Stall For New CMO
Thinking of applying for the Cashrewards CMO gig? Here are some insider tips that, yes, are tantamount to cheating.
‘I Ask For The TV Industry To Stand Up And Defend Itself’ – Seven Boss James Warburton Steps Down
The Seven supremo heads for the exits after five years. Here's hoping the Spotlight team organised the farewell bash.
Poh! Jamie! Adriano! Paramount ANZ reveals its tasty plans for this year’s MasterChef
It's your fan's guide to this year's MasterChef! Although no tips on how to pronounce crudités or use a un fait-tout.
Dentsu’s iProspect Partners With MOOD Tea Ahead Of May Campaign Launch
We love a Mood Tea here at B&T. Although we do store old screws and nails in the International Roast caterer's tin.
Opinion: When Culture Starts Eating Itself: Navigating The Age Of Self-eating Nostalgia
Born boss David Coupland asks is adland going through a nostalgia period? But please, no repeats of Best Of Red Faces.
Who’s Going To Cannes?! The TikTok Young Lions Winners!
It's Aussie adland's next gen! They're off to Cannes with high hopes of bringing back a Lion & a foot-long Toblerone.
Adobe Launches Express Mobile App With Firefly AI
Want to be the coolest kid at Friday staff drinks but forgot your retro Nikes? This new Adobe wizardry may do the trick.
ThinkNewsBrands & IMAA Extend News Publishing Education In Brisbane
Industry duo takes its publishing roadshow to Brisbane. Was disappointed no male attendees were wearing walk socks.
B&T Chats With Wavemaker’s Provocative Pioneers On Their Cross-Pacific Sojourn
B&T TV heads to Wavemaker's Sydney digs to interview two staffers from its New York & LA digs. If that makes sense?
HoMie & Champion Launch “Give One. Get One” Campaign Supporting Youth Homelessness Via Town Square
Much like the fête's prized chutney wears a blue winners sash, so too should this top initiative from HoMie & Champion.
Thinkerbell Takes Us Back To Summer In Latest Work For XXXX
This beer ad wants to take you back to summer! Just minus any chance of a shark attack on your morning bus commute.
Cannes Lions Unveils 2024 Programme Featuring Queen Latifah, Jay Shetty & P&G’s Mark Pritchard
Are you one of the lucky ducks heading to Cannes in June? Check out the headliner acts you'll be queueing hours to see.
Scroll Media Recruits Costa Panagos From Twitch
Costa Panagos set to bring South American flair to the Scroll offices. Assuming that he is, indeed, South American.
Year13, Microsoft & KPMG Australia Launch AI Course For Gen Zs
Born around the 2000s? Need to amp up your AI creds? This guide's for you (although it's not really that age specific).
General Motors Snares Heath Walker From Scania
Do you rage about oversized American cars on our roads? You need to bail up Heath Walker at parties & industry events.
VML Launches New “Envoyage” Brand For Flight Centre
VML unveils new brand for travel operator Flight Centre. Alas, no sign of those paid actors pretending to be pilots.
Subaru Places Media Account Up For Review
Subaru puts media up for review, as adland journos get set for mandatory "agency drives off with..." headline.
TV Ratings (17/04/2024): Contestants Faced With Harsh Realities As Alone Australia Heats Up (Or Cools Down)
Alone still doing the business for SBS. Overly long train journeys not doing the business, but they persist anyway.
Ben Fordham Loses Number One Spot As Ray Hadley Celebrates 156th Ratings Win
The radio numbers are in! Discover who's off for a boozy lunch today & who's waiting for the dreaded HR death knock.
Gourmet Ice Cream Brand Connoisseur Launches New “Thrill Your Senses” Iteration, Via SICKDOGWOLFMAN
Rattling the old "truth in advertising" adage comes this ice-cream spot full of noticeably thin people.
Paramount’s Global Sales Boss: ‘Australia’s Converged Model Is A Blueprint For How I’d Like All Of Our Markets To Be’
Paramount's global sales boss gives local sales ops the thumbs up. Didn't weigh-in on the Lisa Wilkinson debacle.
TikTok Starts Testing Its Instagram Rival In Australia
In exciting news for piano playing cats & brattish pranks in shopping centres, TikTok unveils its Insta rival plans.
Man Wrongly Named By Seven As Bondi Killer Hires Lawyers
Struggling to save for a house deposit? Why not get wrongly identified by Sunrise!
Smartsheet Appoints Indie Agency Sandbox Media To Its Media Account
Can't stand your colleagues? Like to dob them in when they miss a deadline? These work management platforms are ideal.
Boss Not Letting You Come To Cannes In Cairns? Use This Business Case To Convince Them!
Stingy boss won't spring for a ticket to Cairns? Add this to your persuasive argument repertoire. Or grovel.
Alt/shift/ Brisbane Builds Portfolio With Ausbuild Creative, PR, Content & Social Account Win
The Brisbane comms/PR agency lands constructor Ausbuild. Also hoping for a discount on its new glass conservatory.
Young Guns Versus The Old Guard: Who Adds More Value to Our Industry?
Cannes In Cairns poking this hornet's nest in a lively debate. Just so long as the oldies can get up the stairs.
70% Of Aussies Don’t Have Green Power Plans ENGIE Says In Major Brand Campaign Via HERO
Are you the notorious "light leaver on-er" in your flatshare? Quell any infighting with this green energy news.
PrettyGood Launches Offering Brand & Media Solutions For Australasian SMEs
B&T applauds the charitable nature of this new agency. Although we'd hate to see it impact any Chrissie present sends.
A Blunt End: Dolphins Medicinal Cannabis Sponsorship At Risk
Yes, it's another NRL drug story. Yet, thankfully it doesn't involve coke in Kuta during the off-season.
Slew Of New Creative Hires At Leo Burnett Australia
Ahhh, all black! The outfit of choice for agency creatives, David Jones staff and everyone in Melbourne.
Under Armour Unveils Local “Live in UA” Campaign
American apparel brand set for yet another tilt at the Aussie market, as Nike declares "we'll see about that".
Pepsi Launches New Look, Refreshing Classic Fashion Staples Via Special PR
Are you always the bridesmaid, never the bride, as the old saying goes? How do you think Pepsi feels?
Pure Blonde Returns To A Place Purer Than Yours In New Campaign Via The Monkeys
B&T's always been a huge fan of the 'drink yourself thinner' diet plan. So big thanks to Pure blonde, vodka & tequila.