How do addressable advertisements affect the consumer brain?
Previously we've shown that TV ads that are relevant to the viewer have an addressability uplift -- that is, they engage greater focus, are liked more and remembered better than ads that are not relevant to the viewer. Here we investigated why addressable TV is so effective. Is there something special that happens in a person’s brain when they see a relevant ad, something that makes it particularly memorable?
Understanding the new science of emotion will help advertisers to avoid audience tools based on outdated science and help them to forge more authentic connections with their creative.
Prof. Joseph Devlin
November 23, 2023
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