Thinkbox’s ‘Creative Drivers of Effectiveness’ study explores the factors most strongly linked to long-term memory encoding (LTME), a proven metric in driving decision making and future behaviour.
As one part of the study, research agency Neuro-Insight explored whether the duration of TV ads within their databank influenced both LTME and the emotional impact achieved. This month’s Chart of the Month shows that 30 seconds is the optimal time to develop a narrative and build a strong connection with your audience and therefore deliver the greatest impact.
Ads under 30 seconds often fail to create a strong connection with the audience and develop a compelling narrative, causing the audience to be less involved emotionally and therefore less likely to store these stories into memory. Ads over 30 seconds were still memorable, however they lose their emotional impact slightly. LTME can be driven by pace, music and developing excitement but after 30 seconds these mechanisms can start to lose their strength.
For more insight into what factors to consider when it comes to creative executions, check out ‘Creative Drivers of Effectiveness’.
Source: thinkbox.tv
