An audience’s passion for music creates the most effective advertising environment for brand marketers, according to a neuroscience study conducted by a leading market research company for VEVO, the world’s leading all-premium music video and entertainment platform and UM, the Interpublic media agency in the States.
The research shows that music videos are better than television when it comes to audiences remembering ads – with the emotional intensity created by music video programming translating into the highest ad impact.
Top line results of the study were revealed a a special industry masterclass hosted by MCM Media in Sydney, titled, “Harnessing the Power of Online Video”. Also speaking at the masterclass was IAB’s Director of Research Gai Le Roy, who presented on the phenomenal growth of online video in Australia.
Watch the highlights here;
See the full presentation here – VEVO Content Effectiveness Study – Presentation
The Neuroscience Research Study was undertaken by Neuro-Insight, a market research company that uses unique brain-imaging technology to measure how the brain responds to communications.