I recently interviewed with NeuroFocus. As a student of consumer insights, I am fascinated with the findings of NeuroFocus in “The Buying Brain” by Dr. A.K. Pradeep. I will be sharing those key findings in this and other posts.
Total adult daily viewing time devoted to watching all screens (TV, computer, smart phone and kiosks) has increased to approximately 8.5 hours. This increases to 9.5 hours for viewers age 45 to 54. TV viewing is still accounts for 98 percent of viewers’ time devoted to watching video on screens.
Based on a study from Nielsen, adults 18 to 24 consume nine forms of screen-based media for at least 10 minutes per day. Adults 65+ consume only five forms of screen-based media for at least 10 minutes per day.
However, the brain processes images differently depending on-screen size and environment. As such, marketers must differentiate their approach to using each motion-based medium to achieve optimal impact and effectiveness.
I shared the importance of the human face in previous posts. Faces convey emotion. We need to be able to read someone’s face on the screen to extract data about their emotions and intent. If I can’t see your face properly, I will not pay attention to it. If I don’t pay attention to it, my emotions will not be engaged. If my emotions are not engaged, I am unlikely to remember you or the message your were trying to send me.
Given this, faces play better on larger screens therefore emotional messages can be communicated on larger-format devices. Conversely, fact-based messages are better targeted to smaller screens.
Here are some additional findings for the different screen media:
– Ads with high dynamism, fast-paced action, banner-like messaging treatments and a focus on women play better on the Internet.
– Mobile ads get the highest level of attention — likely because a heightened focus is required to get the message from a small screen.
– Screen size correlates with emotional engagement.
– Mobile and internet ads are retained in the memory longer, again due to the amount of focus required to get the message, as well as the novelty of the medium relative to TV.
– TV and mobile devices are both effective at driving purchase intent.
– Mobile scores the highest for novelty making it a very suitable medium for new product introductions.
Social media is really a misnomer since the medium is not the message; rather, it’s the context that influences how consumers conceive of your brand.
In all visual media, it’s important to attract attention as soon as possible. The human brain will only give your message a very brief window. As such, your message must be very well crafted to grab the attention of the subconscious. Do this by: 1) employing action words; 2) please the mind with puzzles; 3) pose questions; and , 4) call for quick replies — especially with a male audience.
The easier you make it for the brain to receive and absorb your message, the better.
You need to ensure a consistency of look and message across all media to achieve the benefits of frequency. Colors, sounds, unusual words, symbols and other unique characteristics can all be used to grab the brain’s attention but you need to use the same one’s across the different media and social channels in which your brand is engaged.
Let me know how these suggestions affect your video messages.