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Monday, February 04, 2019

Determining if Superbowl Ads Behaviorally Compelling

During our neuromarketing experiments we analyzed how ads worked to influence people to buy.    Here ImmersionNeuro has new ideas on how they operate.  Check out their site for current ads.

Exclusive: Your brain is lying to you about Super Bowl ads.  in FastCompany  This neuroscientist can prove it   Immersion Neuroscience CEO Paul Zak on what measuring unconscious emotional response tells us about your brain that you can’t.
By Jeff Beer

The best commercial of the 2018 Super Bowl according to the almighty USA Today Ad Meter was Amazon’s “Alexa Loses Her Voice,” a hilarious look at what might happen if certain celebrities were given free reign to voice the digital assistant. The Ad Meter, which for many CMOs is the only measurement that counts, is based on public votes. You liked it. I liked it. We all liked it.
Or did we?

Paul Zak, PhD, cofounder and CEO of Immersion Neuroscience, says there’s a big difference between the Super Bowl commercials we say we love, and the ones our brains actually love, that we’ll remember, and will most likely lead us to actually buying the product.

Which is, uh, kind of the whole point.

According to Zak, the best performing ad of the 2018 Super Bowl was Diet Coke’s “Groove,” featuring a woman dancing after being happily possessed by the soda’s new mango flavor.

“Generally the ads that win have an emotional component, have a good story structure, but they don’t have to be likeable,” says Zak. “The Diet Coke ad isn’t really likeable, but it’s so weird you just want to know what this woman’s doing, you just can’t forget it. It’s bizarrely compelling.”   ..... "

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