Everyone loves to rank Super Bowl ads, and one neuromarketing firm that did so is Sands Research (see Super Bowl 2010 Ad Winners. Sands uses a combination of EEG, eye-tracking, biometrics, and surveys to calculate a “neuro-engagement factor” for each ad. Does that mean these ads will sell more product? Not necessarily. But here are the top ads accompanied by their measured EEG activity – you can see how the changes in brain activity match up with the action in the commercial.
advertising commercials Roger Dooley Super Bowl neuromarketingWhat makes an engaging television commercial? If you think visual and auditory appeal – action, sound, music, people, color, etc. – you would usually be correct. Ditto for high production values. An exotic location might help, too.
advertising commercials Google Roger Dooley storytelling Super Bowl textIn what is becoming an annual event, Sands Research announced the “winning” commercials for Super Bowl 2010 as determined by their neuromarketing analysis. Volkswagen emerged as #1, well ahead of the competition by Sands’ metrics.
advertising commercials neuromarketing Roger Dooley Super Bowlby: Roger Dooley
When the brain decodes a puzzle, even a simple one, there’s a little reward. Marketers have sometimes used this to good effect - see Puzzles Boost Brand Recognition and Marketing to the Infovore. Watch this commercial from Schick for its Quattro TrimStyle for Women razor:
branding Roger Dooley neuromarketing commercialsby: Roger Dooley
Wonder what your brain looks like while watching commercials? Or, more to the point, what the electrical activity in your brain looks like? The folks at Sands Research have helped Neuromarketing readers by making available videos from five of the most engaging (by their metrics) 2009 Super Bowl ads.
neuromarketing fMRI commercials brain Super Bowl Roger Dooleyby: Roger Dooley
Most of us have gotten over our short-lived obsession with the 2009 Super Bowl ads, but at neuromarketing firm Sands Research technologists have been slaving away analyzing all 72 of those commercials. Sands measures viewers’ EEG activity to gauge both emotional and cognitive responses to ads. In addition, they collect questionnaires before and after the ads are viewed.
neuromarketing commercials branding advertising Super Bowl Roger Dooleyby: John Winsor
What happens when two companies advertise their respective products in the same 30 second spot? It’s intrusive and disjointed. Still, does doubling up on ads boost both brands? What if one brand has poor memory recall or is associated with poor quality? Does it bring down the other brand? It will be interesting to see the effects of “double-branding,” and in particular, on this spot for HP computers and the newly released action-film, “Jumper.”
John Winsor HP commercials co-branding advertisingby: Roger Dooley
Innerscope Research has released the results of its biometric tests of the 2009 Super Bowl ads, and found that three of the top 5 ads seemed tied to the concerns people have about the current economy and financial security. The top scoring ads were:
1. CareerBuilder.com — It’s Time 2. Cash4Gold — Heeere’s Money 3. Castrol Oil — Monkeys 4. GoDaddy.com — Shower 5. Bud Light — Meeting
ranking neuromarketing emotional engagement commercials biometrics Super Bowl Roger Dooley
