This session will showcase pioneering new research from Neuro-Insight. It has drawn together years of neuro-scientific analysis across dozens of TV ad campaigns to understand the creative elements in advertising that are most strongly linked to long-term memory encoding. We know that long-term memory is closely linked to advertising effectiveness, so it is important that advertisers can pinpoint the creative factors that can boost the power of advertising. View More

What does advertising creativity do to our brains? We\\\'ve found out. This session, hosted by Thinkbox, will showcase their newly commissioned research from Neuro-Insight, the world leaders in applying neuroscience to market research. It has drawn together years of neuroscientific analysis across dozens of TV ad campaigns to understand the creative elements in advertising that are most strongly linked to long-term memory encoding (that\\\'s remembering things, for short). We know that long-term memory is closely linked to advertising effectiveness, so it is important that advertisers can pinpoint the creative factors that can boost the power of advertising. This research shows how this can be done and what these factors are. View Less