Top 3 Neuro Tips for Better TV Advertising
Let your brand dominate in the packshot
The final scene of the ad is key for sales. Either you succeed and attract attention to your brand and benefit, or you just “threw away” a few million. So how do you make it sell?
- Actively drag attention to the brand or visual of your product. For example, you can use an animation of the product (its “zooming in” or movement towards the viewer), which can totally override the mandatory legal information in the final scene and redicrect attention away from this otherwise very disturbing element.
- but BEWARE of dominant background elements that are moving or are dominant in any manner (eg the faces of the people in the background can pull attention away from your brand or message). It is good to blur the background and choose one without faces and with less action.
Work with the viewer´s focus point
When you want to attract the maximum visual attention to an element on the screen, you can work with the point where the viewers looked before the cut and place the element in the new scene to the same point. So if you know that the viewer, for example, is following the person’s face on the left side of the screen, place your key element in the next scene to the same location on the left. Thus you can be sure it’ll be the first place the viewer looks at.
Then you just sync visuals with voiceover – especially when presenting the benefits. It is not just about talking about what viewers see on the screen. The work is perfect only when you synchronize the voiceover with where the viewers really look at the screen at a given moment. If you have several benefits listed on the screen, it is good to mention them in the voiceover in the same order and speed the viewer will register them. This is key to their memorability.
Branding throughout the whole ad we can say does pay off
We used neurotests to test many ads with branding from their beginning to end. And the result is still the same. Nobody pays attention to the logo in the corner of the screen. Thus, showing the logo throughout the spot just does not work.
And that’s just a few tips from us. If you want to know more, please contact the Neuromarketing Manager at CONFESS Research Jana Ždichyncová at +420 608 719 383 or by e-mail dichyncova@confess.cz