VIDEOS, ANIMATICS, BORDOMATICS

Advertising / Communications

At the stage of idea development

 

Choosing the right idea among suggested 

Finding recommendation for further improvement of successful idea 

Evaluating proposed idea in the context of regulatory data by market and category 

At the production stage

Choosing the right montage/design version that gives maximum response from the target audience 

 

Recommendation for the final montage (lighting, sound, dynamics, sequence of plans etc

 

Evaluating the expectations of target audience, brand values and perception

 

Visibility and memorability of branding, as well as the main idea 

 

Testing based on competitors and compared to our accumulated database for video materials 

After campaign launch

Evaluation of the video in an advertising and non-advertising clutter: visibility levels compared to competitors, emotional involvement and memory retention in the process of viewing the full version of advertising block

 

Equipment and Methods

In order to achieve set goals we use a complex methodology that combines classical research methods together with neurophysiological tool to identify the insights of the target audience

 

Metrics & indicators obtained

FOR VIDEOS:

  • Memory retention 

  • Interest

  • Attention

  • Emotional involvement 

  • Brand strength 

DYNAMIC (BY EPISODE PER SECOND)

  • Attention to details (characters/ storylines/ branding elements etc.)

  • Changes in emotional reaction in the process of viewing, emotional triggers

  • Closeness of branding to emotional peaks

Normative database

Neurotrend’s database contains over 1000 tested TVCs of various categories for products and services. 

 

Accumulated statistica data allowed us to formulate norms for TVCs and animatics in general, as well as for their individual categories 

 

Our standards are verified by leading neuromarketing associations: ARF and NMSBA

 

To accumulate neurophysiological norms for advertising, Neurotrend together with Sostav.ru conducts monthly proactive non-commercial research NEUROVISOR. The description of the research and results can be found via link

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