Insights

Content Type

Perspectives: A Small Change Makes a Big Difference

Measuring an ad’s ability to communicate trust is a tricky business: perceptions of trust can be non-conscious, formed almost immediately and biased by subtle factors. Given these nuances, explicit research methods aren’t sufficient.

Uncommon Sense: The Emotive Power of Marketing

Dr. Robert Heath is a professor at the University of Bath and a pioneer in establishing the value of emotion in advertising. We recently talked to him about emotional resonance, its importance and how it can be used in improving the effectiveness of advertising.

Uncommon Sense: The Case for Resonance

Advertisers try to make their ads hit home with audiences as much as possible—but there's room for improvement. Investing a little more heavily in determining how much ads resonate and working to improve campaigns accordingly have the potential to dramatically improve overall advertising...

The Argument for More Effective Short-Form Ads

By Blake Burrus, Senior Vice President of Client Services, Nielsen Neuro The 15-second TV ad is already “the new black,” but it has yet to achieve the same level of audience engagement as its 30-second and one-minute predecessors. Advertisers must now explore this new frontier further to make...