Nielsen Ad Intel data shows that over the last five years, there has been a significant reduction in the number of advertisers in the top five advertising categories. In Entertainment & Leisure, advertisers have dropped from 28k to 18k; Finance from 6k to 5k; Food from 2k to 1k; Auto down from 7k to 6k; and Travel & Transport from 9k to 6k.
The world is changing. Fast. The way we work. The way we travel. The way we watch videos and shows. The way we simply interact with each other. And because the pace of change is happening so incredibly fast, it can be hard to understand what, and just how much, change has happened over a week, month or year.
Neuroscience shows us that, when used correctly, music can put viewers and listeners in a more positive mood, leading to a greater reliance on intuition and a reduction in both critical thought and focus on detail.
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.