Teads commissioned the research with Time Inc. and The Atlantic Researchers mapped the brain’s reaction to ads on premium publishers’ websites versus Facebook. Teads chief marketing officer Rebecca Mahony said the goal was to give publishers a better view of how effective their ads really are. Publishers’ own websites…

Quantifying the effectiveness of Attribute Marketing In 2016, Seven adopted a new strategy for developing and selling integrated sponsorship packages for their major TV brands – Attribute Marketing. The theory behind Attribute Marketing is that the attributes of a media brand transfer and strengthen the same attributes of the sponsor’s…

There’s nothing like getting right into people’s heads when you are trying to sell something to them, which is why companies are tapping into neuroscience and behavioural economics to work out how to improve their marketing. Neuroscience uses brain imaging to take a sneak peek at which areas are activated…

Samsung Gauges Brain Activity to Develop TV Ads That Work on Apple Fans After a wave of enthusiastic publicity followed by an equal measure of skepticism, neuromarketing seems to finally be getting some respect. Samsung and the firm Neuro-Insight told an audience of marketing researchers last month how they analyzed…

Brands that subtly weave a product they are trying to sell into a wider narrative stand a better chance of consumers recalling it later, a five-year neuroscience study has found.  In fact, ‘subtle’ advertising resulted in a 17 per cent higher memory encoding response than those that went…

UK CEO of neuromarketing company Neuro-Insight, Heather Andrew, looks at the ASA’s most complained-about ads from the brain’s perspective. The Advertising Standards Authority ( ASA ) recently published a list of advertisements that received the most complaints throughout 2015. While only one item in the…

Center Parcs – Bears Heather Andrew sheds light on the subconscious impact of five of the latest holiday ads. While the winter chill is still fresh, holiday advertisers are making sure that our minds are on the sunny breaks ahead. The most recent wave of holiday ads all take…

Understanding how the brain works is playing an increasingly significant role in marketing communications as marketers strive to improve the effectiveness of their advertising. Consumer neuroscience involves a range of different technologies aimed at measuring consumers’ brain activity in order to analyse subconscious reactions to advertising. These are difficult to…

  Emotion is not enough, says Heather Andrew When Cadbury’s drumming gorilla was unleashed in 2007, its soundtrack and surrealism allowed the confectioner to draw a line under its  salmonella scare, and boosted sales by 9 per cent. But an entertaining advert is not enough. The role…

Burberry: ‘Festive Film’, celebrating 15 years of Billy Elliot, features stars including James Corden. Burberry, John Lewis, Sainsbury’s and Harvey Nichols are widely judged to have scored Christmas hits with their festive ads this year. Neuro-Insight chief executive Heather Andrew takes a look at how our…