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Super Bowl Ads: “Second Payoff” Pays Off

The Super Bowl is the biggest day of the year for football fans, and just about as important for neuromarketing companies. The first results of neuromarketing studies from the big game are trickling out, and Innerscope Research observed a strategy employed by multiple advertisers: a “second payoff” at the end of the ad, after the branding visual. […]

By |February 8th, 2012|

Social Personalization and the Doppelganger Effect

Are you overlooking a way to personalize your ads that goes far beyond the usual “Dear Roger” salutation?

In my recent article, Put Your Customer in the Ad, I mentioned that LinkedIn was using profile pictures for targeted ads. Since then, I’ve been able to capture a couple of examples. The first one surprised me when it appeared, and to generate a second one I had to surf a variety of profiles. Here’s what I like about these ads: […]

By |February 1st, 2012|

Got a Good Story Ad?

Last week my post at Copyblogger, How to Write Weapons Grade Copy, focused on the power of stories to hold the attention of a customer. Here’s a heartwarming ad from the UK department store John Lewis that shows how even a rather long (1.5 minutes) ad can keep a viewer engaged: […]

By |December 5th, 2011|

Engaging Beer Mythology

Hot on the heels of my “surprise” ad, here’s another long but highly engaging commercial from Sapporo Beer. […]

By |June 27th, 2011|

Schick Commercial’s Aha! Moment

When the brain decodes a puzzle, even a simple one, there’s a little reward. Marketers have sometimes used this to good effect – see Puzzles Boost Brand Recognition and Marketing to the Infovore. Watch this commercial from Schick for its Quattro TrimStyle for Women razor: […]

By |March 20th, 2009|