Understanding how consumers process advertising is important in developing a successful commercial. We propose that great visual imagery can make a powerful contribution, increasing people’s engagement so that they watch rather than fast-forward, talk about it rather than forget it, or visit a website as a result of seeing it.
To test this hypothesis we sought help from the field of neuroscience, learning what we could from existing academic studies before conducting our own tests to find out how people reacted to different advertising types. Our President of Integrated Advertising, Jon Collins, has shared our findings with Campaign.