Do you have to be especially creative and do you have to look for the most powerful stories to connect with the viewer when making a television commercial? A study recently showed that advertising for advertisers, as it is known, does not work . Since consumers increasingly receive ads in very short exposures, they do not have time to Croatia Email List see everything that the advertiser wants them to see and they are not able to process the message, which makes it lose its meaning and potential effectiveness. But not only this type of analysis shows that twisted ads are the least efficient.

The truth is that the study of the brain and how it responds to television commercials shows that, deep down, consumers expect the same from this content as from the other stories they receive through other channels and that they are not necessarily advertising content. The ads that get the best recall ratio are those that don’t yell at the audience (those that are all the time saying why they are the best in a thunderous way) and those that tell a story. In other words, what works is what has always been done, from fairy tales to old movies.

This has just been demonstrated by a neuroscientific study carried out by Neuro-Insight for the Thinkbox firm. The study analyzed 150 ads from 50 different agencies, exposing them to consumers and seeing how their brain responded.

Brands do not have to invent anything really new, but they have to know how to take advantage of what they already know. According to their data, the classic storytelling techniques achieve very good figures and have 9% higher results in terms of recall (these ads achieve 9% more recall of the brand at the end of the ad than compared to ads in which they are other parameters follow). As a traditional storytelling formula, the study considers those ads in which the brand is being shown throughout history.

These types of ads not only work much better than those that touch the brand in a ‘light’ way, but also much better than the crushing ads that are pointing at the brand all the time. This format has 17% better results when it comes to promoting brand memory than those that are constantly selling.