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MAGnify 2018: Attention

How does our brain react to advertising stimuli? Not always the way we would expect it to, according to research by the french attention research specials Impact Mémoire. Bruno Poyet and Benoît Bochu explain

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MAGnify 2018: Attention

  1. 1. ATTENTION AT THE HEART OF ADVERTISING RENEWAL October 2018
  2. 2. 2 THE COGNITIVE APPROACH Our brain, our mind obey to laws Cognitive Sciences study It is a wide set of disciplines that includes : Neurosciences, Experimental psychology, Linguistics, Philosophy, Anthropology, Computer Science …
  3. 3. 3 PERCEPTION MEMORY Conscious Non-conscious ATTENTION EMOTION 100 billions neurons stimulated according to universal principals – Perception, Attention, Emotion – and according to conscious and non-conscious encoding mechanisms. Which is how the memoriesdictating our behaviorsare created Message Memory Trace Behavior
  4. 4. 4 ATTENTION ATTENTION, A PREREQUISITE Without attention your brain doesn’t encode anything. Message PERCEPTION Memory Trace EMOTION Behavior MEMORY Conscious Non-conscious
  5. 5. AN ECONOMY OF ATTENTION 5
  6. 6. 6 TWO TYPES OF ATTENTION Automatic Voluntary
  7. 7. 0,5 7 sec. AUTOMATIC ATTENTION
  8. 8. AUTOMATIC ATTENTION Bottom-up SEMANTICS The known attratcts CUT-THROUGH Difference/ Distinction EMOTION Choc - Values 8
  9. 9. AUTOMATIC ATTENTION BOTTOM-UP AND MEDIA EXPOSITION 9
  10. 10. 10 AUTOMATIC ATTENTION
  11. 11. CREATIVE ADS TO DRIVE AUTOMATIC ATTENTION 11
  12. 12. 12 SMART MEDIA APPROACH TO DRIVE AUTOMATIC ATTENTION
  13. 13. VOLUNTARY ATTENTION Topdown and engagement REASONNING EMOTION INTEREST 13
  14. 14. 180 14 sec. VOLUNTARY ATTENTION
  15. 15. 15 CREATIVE ADS TO DRIVE VOLUNTARY ATTENTION
  16. 16. 16 SMART MEDIA APPROACH TO DRIVE VOLUNTARY ATTENTION
  17. 17. TWO SYSTEMS OF ATTENTION Long term Depth Slow Flexible Conscious AUTOMATIC VOLUNTARY 17 Short term Surface Fast Rigid Unconscious
  18. 18. TWO SYSTEMS OF ATTENTION CREATIVE x MEDIA AUTOMATIC VOLUNTARY 18
  19. 19. TWO SYSTEMS OF ATTENTION 19 AUTOMATIC VOLUNTARY
  20. 20. LOOK OUT FOR … HABITUATION 20
  21. 21. RENEW BRAND TERRITORY 21
  22. 22. RENEW BRAND TERRITORY 22
  23. 23. ATTENTION CYCLE 23 VOLUNTARY ATTENTION AUTOMATIC ATTENTIONCUT-THROUGH ENGAGEREINVENT COUNTER HABITUATION
  24. 24. 24 2 SPECIFIC APPLICATIONS
  25. 25. 25 Today more than ever, to each media, each format, its function and its creative offshoot CREATIVE + MEDIA 1 – CREATIVE / MEDIA ADEQUANCY Another way to approach media planning
  26. 26. auto 26 Semantics Celebrity, a familiar melody… Cut-through Differentiation, Visual or auditory choc … Emotion Choc, facial expression, gesture… Impacting and innovative formats Reasoning A story told… Contextual content adequacy, data targeting, moment of life Emotion Values, aesthetics, valorisation… Emotional engagement, storytelling, media orchestration Interest Advantages, Innovation, Price … Content Adequacy, data targeting, moment planning voluntary Surprise Creative disruption Multimedia creativity reinvent Creative Media Contextual content adequacy Very short / long formats
  27. 27. 27 2 – ATTENTION RATE PER MEDIA Eye-tracking, facial coding, eeg, IRMf… or the analysis of data contribute to the understanding of attentional mechanisms, but their usage remains complex, measures sometimes partial and the comparison from one media to an other proves to be difficult. Two tools to quantify the strength of attention and of the memory trace for each format Useful Contact ou « useful GRP » via the cognitive analysis Memory Rate ou Morgenzstern 𝛃 via post-test results
  28. 28. 28 Useful Contact Cogntive evalutation on 6 levers expressive of a positive attentional stimulation of the public A score is attributed to each format Perception Exposure Duration Cut-through Intrusiveness Engagement Adequacy
  29. 29. 29 Useful Contact
  30. 30. 30 Memory Rate or   = % = memory rate at 1 contact Work in progress with the UDA through the analysis of post-test results (Association représentative et leader des annonceurs en France) Reminder of historical rates of the  : TV 30sec = 17% Presse PQ = 10% Radio = 4% … Have these rates changed? What about the Digital?
  31. 31. THANK YOU (for your attention) ! 31

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