Predicting the use of Online Video Advertising through Marketing Neuropsychology : Effect of Emotionalized Online Video Content
Penttilä, Lauri (2016)
Penttilä, Lauri
Metropolia Ammattikorkeakoulu
2016
All rights reserved
Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2016120819512
https://urn.fi/URN:NBN:fi:amk-2016120819512
Tiivistelmä
One of the most effective and dominant types of advertising is online video, which can reach viewers across almost any kind of activity on the internet. Not only a popular method among marketers, but it is a biological fact that the human brain processes video significantly faster and more thoroughly than traditional methods such as still images or text. This thesis answers the research question 'why is emotionalized content in online video important to building a relationship between the company and the consumer'.
Neuropsychological studies have shown that consumers often use our feelings before facts in decision making and we have several known biases which counter the logical path of
thought very effectively.
While companies exploit these biases with their advertising (because it works), there has been a transition from repetitional memory-based advertising into emotion-based ads that create shared values with the viewer, and trigger empathy. Companies bring their brand closer to the consumer because viewers can subconsciously place themselves in the ad. Emotionalized content is an effective way to deepen the relationship between company and consumer.
As seen in the case studies, some companies even go beyond advertising a brand or product, and at the same time attempt to make a statement about contemporary issues. These usually have both positive and negative impacts, but is a great way to give a concrete demonstration about brand values, which play an important role in the consumer’s mind. To provide interactivity and further engagement, social media is not only a cost-effective and extremely important channel of advertising, but also a two-way channel where the consumers can publicly give feedback, which presents challenges to the marketing communications professionals.
Ultimately it is the intangible factors that forego the functional properties of a product or service, and online video is one of the most effective channels to deliver the emotionalized content to engage the consumer to the brand.
Neuropsychological studies have shown that consumers often use our feelings before facts in decision making and we have several known biases which counter the logical path of
thought very effectively.
While companies exploit these biases with their advertising (because it works), there has been a transition from repetitional memory-based advertising into emotion-based ads that create shared values with the viewer, and trigger empathy. Companies bring their brand closer to the consumer because viewers can subconsciously place themselves in the ad. Emotionalized content is an effective way to deepen the relationship between company and consumer.
As seen in the case studies, some companies even go beyond advertising a brand or product, and at the same time attempt to make a statement about contemporary issues. These usually have both positive and negative impacts, but is a great way to give a concrete demonstration about brand values, which play an important role in the consumer’s mind. To provide interactivity and further engagement, social media is not only a cost-effective and extremely important channel of advertising, but also a two-way channel where the consumers can publicly give feedback, which presents challenges to the marketing communications professionals.
Ultimately it is the intangible factors that forego the functional properties of a product or service, and online video is one of the most effective channels to deliver the emotionalized content to engage the consumer to the brand.