Neuro-Insight, a neuro analytics company that uses brain-imaging technology, has released its first top 10 list of the most effective ads ranked by neuroscience.
According to the company, to identify the most impactful ads, it tracked second-by-second changes across multiple areas of the brain, such as memorability, brand impact, likeability, emotionality, and attention to provide a “Neuro Impact Factor” (NIF), and record a percentile ranking of creative impact against a database of 5000 ads developed over 15 years of research.
In the inaugural ranking, the top-performing ads included Harvey Norman’s Surface Pro 8, Cheer’s Bring a Little, Channel 7’s Winter Olympic Promo, AHM’s Mountain You’re Good, McDonald’s Chillest Summer Range, Chefgood’s Quality Meets Convenience, Flora & Fauna’s Surprisingly Better, AGL’s Advancing Australia, Doritos’ Brandless, and Cadbury 100 Years of Shared Moments.
All ads were evaluated across 2022, and were tested against typical viewers of primetime television, predominantly 18yo+ gen pop/grocery buyers, the company said, adding that brain activity was captured across a comprehensive volume of categories, brands, and ad lengths across the free-to-air broadcast structure, which is the full length of a program and naturally occurring ads among ad breaks.
According to Casey Kudrenko, Director of Client Solutions at Neuro-Insight APAC, “We are often asked ‘What are the best ads on air at the moment?’ and whether these are 15 or 30 seconds, product or brand and which categories reign supreme.”
She added: “We witness campaigns that have greater neuro-impact and greater in-market ROI trigger emotion, yes; however we also see the tactile ads that leverage their existing assets to trigger rational price points and promos.”
In the advertisements with the greatest neuro-impact and strongest chance of guiding future behaviour, Neuro-Insight’s team observed content, context, and delivery working in unison. Every advertiser embedded a developed brand personality and distinctive brand assets within a context-driven narrative to promote a product, service, or feature.
Harvey Norman’s Surface Pro 8
Harvey Norman’s Surface Pro 8 advertisement injected branding bookends, banners, product demonstrations, and stylish messaging into the narrative of an ambitious entrepreneurial artist to fuel long-term memory encoding.
The segment that triggered the highest neuro-peak features a skiing athlete with the text “Experience the Best” strategically positioned prior to the critical master branding frame. Harvey Norman’s smart use of priming within the Olympic program’s context fuelled memory encoding at key branding moments making this campaign a clear winner.
Cheer’s Bring a Little
Cheer’s Bring a Little 15-second TVC peaked at the beginning, middle, and end with the family scene triggering emotional processing and tugging at the core of grocery buyers. The gooey delicious cheese bite followed by the master branding frame featuring a cheese pack on a chopping board surrounded by bread crumbs was another familiar, intelligent, and impactful way to deliver the brand message.
Channel 7’s Winter Olympic promotion
Channel 7’s Winter Olympic promotion illustrated how real event footage and the organic expression of an athlete can create a heightened emotional state throughout a campaign, and the final sponsor frame benefited from the excitement.
AHM’s Mountain campaign
AHM’s Mountain campaign also aired an animated character living her best life by skiing down a steep slope with distinct brand cues sprinkled in, advantageously airing amongst and boosted by the context of the Winter Olympics. Mcdonald’s communicated the price-point of its Chillest Summer range whilst reinforcing the value and their staple menu items.
McDonald’s Chillest Summer Range
Mcdonald’s communicated the price-point of its Chillest Summer range whilst reinforcing the value and their staple menu items.
“Creative excellence and effectiveness of the industry’s output should be celebrated. Interestingly, the top ads have nothing in common! They’re 30’s, 15’s, TV promos, product and brand,” said Brian Hill, General Manager of Neuro-Insight APAC.
“But what the ads do have in common is that they achieved high levels of long-term memory encoding and what we’ve seen proven time and again in our work with clients is the direct correlation between long-term memory encoding and real-world sales.”
Neuro-Insight said it will continue to publish its industry benchmark every quarter “so that more advertisers can get closer to the powerful intersection between science, marketing, and creativity.”
Featured image: Milad Fakurian