There is a long-held belief in the advertising industry that creativity and effectiveness go hand in hand – but how do you prove it? Measuring the effectiveness of TV commercials is complex, as traditional research methods often struggle to uncover subconscious factors such as emotional response and long-term memory encoding.
In it’s latest Cannes Lions Liftout, AdNews teamed up with market research company Neuro Insight to put eight of the recent Cannes Lions winners to the ultimate test – measuring viewers’ brain activity while exposed to the ads in a natural environment.