It's all in the mind—and the emotions—says new Adshel study

  • Media
  • July 27, 2011
  • StopPress Team
It's all in the mind—and the emotions—says new Adshel study

Out-of-home advertising often relies on purty pictures and/or catchy phrases to capture the attention of passersby as they go about their business. But Adshel and University of Melbourne neuroscientist Dr Phil Harris have compiled a report that demonstrates how merely noticing something is not enough for consumers to recall a campaign. The ‘NeuroSwitch' report looked at how emotions impact recall in outdoor advertising and how new engagement  measures (Adshel's new engagement toys were shown to media agencies earlier this year during the Adshel Rally) can add to effectiveness.

And here's the brain man's secret to outdoor success:

BREAK EXPECTATIONS - When advertising is improbable, unexpected and out of context, it snaps consumers out of their mental ‘autopilot’ state and triggers the brand message to be actively processed.

ENGAGE - Once attention has been captured, engagement is crucial to ensure a shift of focus. Engage via emotional arousal, experiential learning and sensory branding (hey, whaddya know, Adshel is "particularly powerful in delivering all three").

STIR EMOTIONS - Advertising that triggers emotional arousal is proven to be the most powerful way to engagement as it directly influences decision making and ad linked memory.

 

In recognition of the importance of emotional engagement, Adshel is expanding its Campaign Monitor, which captures recall and advertising diagnostics, to include a component that measures the emotional response that respondents feel when viewing an ad campaign.

The report was launched in Auckland by Dr Harris at a breakfast briefing held at Sails Restaurant last Tuesday 19 July that was attended by over 100 industry representatives.

 

This is a community discussion forum. Comment is free but please respect our rules:

  1. Don’t be abusive or use sweary type words
  2. Don’t break the law: libel, slander and defamatory comments are forbidden
  3. Don’t resort to name-calling, mean-spiritedness, or slagging off
  4. Don’t pretend to be someone else.

If we find you doing these things, your comments will be edited without recourse and you may be asked to go away and reconsider your actions.
We respect the right to free speech and anonymous comments. Don’t abuse the privilege.

Next page
Results for
Topics
Jobs
About

StopPress provides essential industry news and intelligence, updated daily. And the digital newsletter delivers the latest news to your inbox twice a week — for free!

©2009–2015 Tangible Media. All rights reserved.
Use of this site constitutes acceptance of our Privacy policy.

Advertise

Contact Vernene Medcalf at +64 21 628 200 to advertise in StopPress.

View Media Kit