Emotions are the primary driver of human behaviour and influence behaviour below conscious awareness. Ninety Five percent of brain processing occurs below conscious awareness including the majority of emotional processing. Neuroscience research has shown that when individuals are exposed to any stimulus they unconsciously experience emotions first, followed by an array of thought, feelings and actions - all of which are influenced by our initial, subconscious emotions.
On behalf of TVB, Innerscope Research utilized biometric marketing research methods to measure effectiveness through emotional engagement with advertising. Biometric marketing research measures the physiological responses traveling from the emotional centres of the brain to measure emotional engagement without bias.
Two ground breaking studies measured emotional engagement with advertising, and the priming effect or uplift provided to engagement with online advertising when combined with offline advertising.
The first study in 2009, Media Effectiveness Study, compared the emotional engagement produced by television advertising to the emotional engagement produced by advertising delivered by radio, newspaper, online video and online display. As the two charts below indicate, nothing comes close to the emotional engagement created by a television ad. The immersive nature of television enhances the emotional experience increasing engagement with both the program content and advertising messages.
The second study in 2011, Media Synergy Study, built upon the first. After exposure to offline advertising we explored the effect that it had on engagement with online advertising for the same brand. Participants in the study were exposed to advertising on television, in newspapers, and on the radio, and then went online where we measured their emotional engagement with online video and online display ads for the same brands.
Emotional engagement among the group that was primed by offline media prior to the online exposure was significantly higher than the control group which had no priming. As the chart below indicates, television advertising had the greatest priming effect lifting online engagement by 14 percentile points for video ads and 18 points for display ads.