NeuroFocus – neuromarketing company, released summary results of a study that compared the performance of the same ad run on television and on two Internet websites: Facebook and a website controlled by the advertiser.
Top findings are:
* Highest overall effectiveness for the ad, especially with women: Facebook
* Purchase intent generated by the ad: highest on both Facebook and TV
* Messaging carried by the ad strongest on: Internet platform, with Facebook stronger than website
* Highest attention-getter: Internet
* VISA brand perception lifted most strongly: TV
Martin Lindstrom is a practitioner of neuromarketing research, in which consumers are exposed to ads while hooked up to machines that monitor brain activity. According to his studies, 83% of all forms of advertising principally engage only one of our senses: sight.
To figure out what most appeals to our ear, Lindstrom wired up his volunteers, then played them recordings of dozens of familiar sounds, from McDonald’s ubiquitous “I’m Lovin’ It” jingle to birds chirping and cigarettes being lit.
The sound that blew the doors off all the rest–both in terms of interest and positive feelings–was a baby giggling.
The other high-ranking sounds were less primal but still powerful. The hum of a vibrating cell phone was Lindstrom’s second-place finisher.
Others that followed were: an ATM dispensing cash, a steak sizzling on a grill, a soda being popped and poured.