Attendees participate in The Creative Brain brainwave measurement system at Dx3 2015,
The Creative Brain Presented by Mediative and Powered by Brainsights at Dx3 2015 used EEG technology to measure participants’ brainwave reaction to global and local advertising. We examine the findings and impact of The Creative Brain in five parts.
Think Globally, Act Locally. We’ve all heard it a thousand times, but it is more relevant to the conversation around marketing than you would believe.
“It is hard to talk locally from a corporate level,” said Ian Everdell of digital marketing firm Mediative, explaining that when global brands speak to Canadians a lot can get lost in the translation. “We need to remember that while a lot of marketing and persona data comes from the States, we are not the same.”
What someone does after seeing your advertisement is as important as the effectiveness of the creative itself.
Today, Canadians are among the greatest consumers of digital media in the world. A report by comScore found that Canadians consume a full five additional hours of digital video media more than our southern neighbours.
More Opportunities To Market Locally
“It is sort of a dream scenario when you think about it,” said Everdell, explaining it not only gives marketers granular control over each interaction but direct access to immediate feedback from consumers. “I think as consumers we would have hoped it would be this way, but until now it hasn’t been possible.”
His example was if you sent a print ad in a magazine you can design it with a national context in mind, but you were restrained in how you could market to a specific geography. “If you wanted to shift to another region you’d need another set of creative and another magazine run.”
Regionality Maters – Even Within Toronto
“Where a lot of campaigns fall short is on the follow-through, what someone does after seeing your advertisement is as important as the effectiveness of the creative itself,” explained Everdell, saying that what makes someone go to a Home Depot in Markham, Ontario, is different than what would send someone to Home Depot in downtown Toronto.
Even if an ad isn’t created for the Canadian audience, there are things brands can do to improve their campaign conversion.
“When someone sees your ad, if it is effective, you can hope they’ll Google it. If you have a pay-per- click ad running regionally supporting the ad buy, you can translate what is seen on screen in a specific region into a sale,” said Everdell.