Advertising must interpret a person’s media consumption and engage/convince them to change or reinforce the behavior – all in a few seconds. Storytelling principles have been used for years to help advertisers succeed and win in this competitive environment. There have been 10,000’s studies on advertising effectiveness and we hope this article will validate those findings and provide heuristics for the rest of us.
We started by exposing 1,410 consumers to 400+ ads and collected over five billion data points using a medical-grade EEG (electroencephalogram) system consisting of 32 sensors tracking neurological activity. These sensors collect data 500 times a second to capture activity across key regions of the brain as consumers were exposed to the advertisements.
Our findings were:
Validation (further evidence to what we already know)
• TVCs that used a storytelling approach had a 20% greater brand cut-through as compared to TVCs without a storytelling narrative.