There are a few truths marketers are clear about video advertising. It is becoming more and more important and takes a higher amount of your advertising budgets, but at the same time consumers are more fed up with seeing it and are increasingly forgetful of what the video ad is offering them. Unless it is mandatory to access what we are interested in, it is most likely that when a video ad skips to us, we quickly click on the “skip ad” button.However, and given that we spend more and more time on the Internet and that we see more and more audiovisual content on it, video advertising has become an emerging element. If more and more money is invested in it, it is because brands and their managers have assumed that this is where consumers are going to be and the path they must follow if they want to connect with them.

But how can you stop being one of the many videos that consumers skip and decide they don’t want to see in full? How to achieve, once they have seen it, that the Libya Email List message they are promoting takes hold and that consumers continue to remember the brand and its proposals once the viewing time is up?A study by Unruly aims to use psychology to better connect with the consumer and make the message more memorable.The colonoscopy experiment The key is in the end, as the so-called peak end rule demonstrates and as confirmed by an experiment by behavioral psychologist Daniel Kahneman focused on patients undergoing colonoscopy.The study, conducted in the 1990s, divided the participants into two groups. One of them underwent a colonoscopy that followed the standard time and was painful. The other also received the painful test but with a longer duration and changing the ending. Those last few minutes were less painful.

The results were that the patients described the second test as much better, despite its extra duration, because what they remembered was, above all, the end.The conclusion of the study was that the memory of things changes depending on how we experience their end. The emotions at the end will be those that mark our memories and those that modify our perception associated with the things linked to them. It is what makes you remember a colonoscopy as more or less painful (and you are more willing to repeat it), but also what modifies the perception in terms of memory of many other things. For example, it also changes the ads.How it works in advertisingIn Unruly they have tested it, in collaboration with Affectiva, measuring consumers’ facial reactions to advertising in real time.

The videos were divided, based on the reactions, into ads without emotional spikes, with multiple spikes throughout the video and with videos with a concentrated spike at the end. The data showed that the colonoscopy experiment is extrapolated: the ads that were best remembered weeks after viewing were those that had a spike in the middle or end of the ad.But not only that: Ads are more memorable if they have that emotional closing peak, but that doesn’t necessarily guarantee that the brand is too. For the brand to be remembered, it must be present in moments of high emotionalize. When the brand was present in one way or another in emotional moments, the memory of the brand increases.Tags psychology

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