By: Dr. David Bridwell, People Scientist and Jake McKenzie, Chief Executive Officer
Research from the University of Amsterdam affirmed that viewers who were exposed to ads where a specific product was shown had higher recall and affinity for the product shown in the ad. Of course, this doesn’t come as a surprise and we’d hope to see that exposure would make an impact.
However, the interesting part of the study was the finding that memory for ads increased when ads ran across different platforms compared to the same platform. With a similar increase in consumer attitude also appearing as a result of advertising shown in different contexts.
This finding is really important for marketers to consider, and it makes a lot of sense in terms of how the brain codes information. Studies show that we don’t simply encode or store information in isolation, instead, we code or store that information along with the context of where we receive that information. And just as teachers have discovered that students must learn information from multiple different contexts or perspectives, marketers should realize that their customers will best learn about their brand through exposure in different contexts as well.
Exposure to advertisements in different contexts, such as watching TV, using social media, and viewing billboards, will create richer associations between your customers’ experience and their relationship with your brand. This allows the customers’ understanding of your brand to draw from the large range of preexisting memory structures that your customer has developed over the years. It also helps ensure that your brand stays recognizable to your customer as they go about their day, and ensures the customer may be reminded of your brand when they need it.
For more insights on memory science and what marketers can start doing today to make their ads more memorable, check out our recent webinar. At Intermark Group, we’re happy to help you create advertisements that will leverage these insights from memory science to build strong connections with your brand and your audience. Feel free to give us a call at 833-578-1314 or email us at [email protected] for more info.
