Neuro study shows: These 5 tips ensure maximum advertising success on every screen
TV alone can no longer captivate users
The key finding: 36% of respondents regularly use other devices while watching TV. Among respondents between the ages of 16 and 34, more than half (52%) do so. Every second respondent (53%) also uses three or more devices, and 21% even use five or more.
Smartphones are seen as personal, laptops as trustworthy
The EEG examinations of the study participants show that the choice of screen is as much an emotional as a rational decision - ultimately, it always reflects a consumer need. While smartphones are seen by users as flexible, convenient and personal, laptops are perceived as informative, reliable and trustworthy.
Large screens need strong images
What does this mean for anyone who wants to reach their target group on as many screens as possible? "As every device is used differently, different rules always apply to digital marketing. For content to reach potential customers and be remembered, it must be adapted to the expectations of the respective screen"says Markus Frank, Managing Director DACH at Oath. For example, the space offered by large screens should be well utilized visually. Storytelling should not be too easy to digest compared to a mobile screen - and should instead challenge users visually.
Secret weapon laptop
"For many study participants, the laptop is still very important. For many users, it is the practical middle ground between a large desktop and a small smartphone. Content usually performs well on this screen - and offers many opportunities for high engagement"explains Markus Frank. The expert also recommends finding the middle ground when it comes to content: Stories and visual language should not be too simple, but also not too complex. On this screen, users are willing to find out more about a topic or product - but at the same time there is a lot of content vying for their attention.
Mobile ads need structure and focus
A structured approach is required to reach users via the much smaller smartphone display: stories should be compact and clear, narrative forms and imagery should be immediately engaging. Interesting result of the study: The neurological examinations showed no differences between indirect marketing measures such as content marketing and purely editorial content. Both were processed in the same way by the brains of the test subjects. "On the smartphone, it is particularly important not to overwhelm the target group. Simplified visual forms, for example, are particularly easy to grasp and generate neurological activity"says Markus Frank.
The best on all screens
The study also highlights success factors that apply to all screens, such as emotional anchors, central characters and a clear visual language. In addition, advertisers should make targeted use of the effect of music and develop content that reaches the right people at the right time and stands out from other offers. Pauses, constant repetition or stories that are too complex, on the other hand, put users off - regardless of the screen they are sitting in front of.
Five tips for optimum effect
Tip 1: The targeted focus on cross-screen activity phases ensures more users and more time in front of the screen: in the evening, for example, when many users are watching TV and using their smartphone at the same time. In this way, the emotional impact of digital advertising can be positively influenced across numerous touchpoints.Tip 2: Each device plays its own role in cross-screen storytelling. It is important to keep an eye on the needs of users and develop offers that respond accordingly.Tip 3: When creating advertising material, the challenge lies in conveying the story and message in harmony with the special features of each screen.Tip 4: It is always important to consider the similarities in terms of digital advertising that work on all devices.Tip 5: Digital campaigns that follow the rules of the respective screen trigger neurological stimuli. This increases engagement and connection with the content. *Oath, a subsidiary of Verizon, builds brands that users love. With its broad portfolio of media and technology brands, Oath reaches one billion people around the world. Oath is a global leader in digital and mobile, shaping the future of media.
