advertising

Brain Movies: Top 5 Super Bowl Ads

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.

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The Power of Text

What 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.

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Super Bowl 2010 Ad Winners

In 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.

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Advertisers Are out of Ideas or They Don’t Care about Hulu

I’ve been using Hulu quite a lot recently due canceling cable (obviously I now get the benefit of reacting condescendingly to small talk about American Idol with “oh, I cancelled cable”, while still keeping up with the daily show . Anyway, I’ve been exposed to a few Hulu ads now and I’ve got so say it’s some of the worst advertising i’ve ever seen (except for an old spice commercial which was awesome).
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An Augmented (Hyper)Reality

Thanks to Adfreak for posting this video showing the very scary side of an augmented reality future. Sadly, this is what happens when advertising gets ahold of something. The truth is, when ad agencies talk about 360 advertising, what they're picturing is you with a circular TV surrounding your head. But I know that Sydney, who's 8 now, will use AR every day when she gets to college, so it's a technology that won't be going away any time soon.

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Some Thoughts from The Past

I've been trying to source the timeframe of this quote and haven't found an exact date yet, but here's what I do know. Leo Burnett died in 1971. So, even if he said this with his last breath, this still means in 1971 he was talking about interactive touch screen shopping.

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Manthems, Delusions, and Other Super Gaffes

If you’ve been in the business long enough, you come to understand there are some basic rules to follow when running an ad on the Super Bowl. Humor works best. Use animals or big-breasted women – or both.  Wow people with extraordinary settings and production values.

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The Top None

I'd planned in all sincerity to write an essay about the three Super Bowl commercials that I thought wouldn't get the recognition in most "top ten" lists, but that I believed might actually do something business-wise down the road. I meant it. I wanted to be positive...

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Perceived Value Versus Real Value

I came across this wonderful video of Rory Sutherland gave at TED Global last fall. It's worth watching. Here's a preview from the TED site.

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Start Me Up: Brilliant Billboard

Billboards can be an effective medium, but tend to be very low in viewer engagement. Most outdoor advertising is designed to be viewed in a second or less as motorists whiz by. Here’s an example of how one advertiser turned that idea upside-down to create a fully interactive billboard:

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