Neuroscience shows video marketers how to pack a punch

Posted on June 7, 2013


According to a recent report, findings in the field of neuroscience could point to the best video marketing strategies.

The report, published by neuromarketing research firm Nielsen, says that brands can use neuroscience to develop better, less expensive video marketing campaigns.

According to the report, neuroscience could show brands which advert elements elicit a reaction from viewers and which don’t. Researchers are now able to pinpoint the moment when memories are triggered by a video – which is the moment a viewer loses attention to the video and an emotional engagement is created. This means that marketers can save money by cutting down on video running times – by as much as two thirds – through avoiding content that doesn’t engage a prospect.

The report reads:

“There is a significant difference between this scientific approach to ad compression and current industry practice. The latter involves shortening a 30-second ad by applying experience and personal judgment to trim the story line, reduce repetition and so forth. Scientific ad compression is quite different.”

When testing the impact of standard video ads compared to their scientifically compressed counterparts, Nielson found that in 95% of cases, compressed ads were stronger.

The growing popularity of a mobile app called Vine, acquired by Twitter in October last year, could support the view that shorter is better when using videos in website marketing. In a similar vein to the cap of 140 characters given for Twitter posts, Vine users can upload and share videos, but the app sets a maximum length of six seconds.

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