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Put 'Em to the Test: How to Save Your Ads and Improve Their Resonance
Creating an ad is a complex process. But continual refinement throughout the life of an ad guarantees it lives up to its greatest potential with the least waste and the highest ROI.
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...
Nielsen TV: Twitter TV Signals Audience Engagement
Twitter has quickly become the modern water cooler for TV audiences across the U.S., but it’s also proven to be a viable gauge for things like tune-in and brand awareness. But that’s just the tip of the iceberg. In fact, recent Nielsen research found that social TV can tell them more than just...
Social TV: A Bellwether for TV Audience Engagement
It’s no longer news that networks, agencies, and advertisers can better understand how audiences on Twitter are interacting with TV programming by delving into the endless conversations taking place there. What is news, however, is that Twitter TV activity can tell us just how engaged the general...
Breaking the Mental Block: Helping Shoppers Stick to New Year's Resolutions
On Jan. 1, people around the world made resolutions to better themselves during the new year. But are consumers really—mentally—prepared to commit to change? Understanding how brains process our bad habits is the first step to success for consumers—and brands.
Suiting Words to Action: Tailoring Advertising to Reinforce a Nonprofit's Message
The U.N. World Food Programme (WFP), the largest humanitarian agency addressing hunger around the world, faced the challenge of communicating its mission and driving people to action. But ad testing helped identify the messages that conveyed the organization's goals clearly and inspired viewers to...
The Bilingual Brain: Maximizing Ads for Hispanic Millennials
Today, 38 percent of Hispanics ages 18-29 are bilingual, an increase of 73 percent over the past decade. With this group’s increased size, spending power and influence, it’s no wonder that understanding how to connect with them—and in what language—is top of many marketers’ to-do...
The Brains Behind Better Ads: Optimizing the Cute and Cuddly
By Michael E. Smith, PhD, MBA, Director of Industry Relations, Nielsen Neuro For non-profits with big ambitions and small budgets, maximizing each ad to be effective and memorable is essential. Nielsen and the Ad Council used consumer neuroscience to do just that for The Shelter Pet Project, a...
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...
Consumer Neuroscience-Based Advertising: Making :15 the New :30
By Randall Beard, Global Head, Advertiser Solutions for Nielsen Often treated as an afterthought by marketers and agencies alike, the 15-second TV spot is usually just a cut down version of the 30-second spot, rarely copy tested, but assumed to be at least 50 percent as good as the :30 from which...
