Addressable TV uses sophisticated targeting techniques that get your ad in front of the right audience at the right time, bringing impact beyond awareness building, brand appeal and purchase intention to include higher footfall, web engagements and sales.
Now new research sheds light into what is happening inside people’s brains to drive these positive campaign results. These fresh neurological findings have revealed that addressable ads produce greater brain activation in the significant areas of attention, emotion, reward and memory.
All of which means these ads have more impact on viewers and are more memorable than traditional TV advertising. And, importantly, lead to greater increases in brand metrics and KPIs.
We partnered with Finecast, which commissioned scientists from University College London to undertake the experiments, as we unpack the research, the data, and the learnings for brands in a webinar that is part-presentation, part-discussion.
Hosted by Campaign media editor Arvind Hickman, we hear all about the study and its impacts from Joseph Devlin, professor of applied neuroscience at UCL and Samantha Lister, head of marketing science at Finecast. Roku's director of international sales Mike Shaw also joined the discussion to talk with them about its effect on media planning and allocation for the future.
Listen in on the discussion which is available on demand below.