Fact is we don’t really know what happens when consumers read a magazine, watch a TV programme or browse a website.
Most of this process happens subconsciously and even if we interview people about their experience it will only reveal a fraction of what happened.
This is why at Emotional Logic we use neuroscience and implicit tools to help media owners understand more deeply how their content is processed by audiences. This tool reveals how people relate to the editorial content and how editorial and advertising influence each other during exposure.
This award-winning process has revealed a number of critical new insights that have challenged decade old myths on how consumers use media and how advertising should be placed.
Our tool is used to quantify the impact of your media content on consumer behaviour and maximise attention to advertising.
Four major publishers of automotive media wanted to understand how their motoring magazines impact on the buying process for new cars. Emotional Logic conducted research to quantify the impact of magazine exposure on buying behaviour and derived new principles for placement of advertising.
Our study combined a large-scale study with 3,000 current car buyers with eye tracking and biometric measurements.
The study proved that motoring magazines play an important role for readers to help shortlist cars, decide on their budget and also identify their favourite car. Our study proved that brands that advertise in the publications are more likely to be shortlisted, favoured and that adverts work very closely with editorial to influence consumer decisions. As a result, advertising placement in motoring media increased by 15% in a static market place.
The study delivered clear evidence of the impact of advertising for print and digital.Dennis Media
Emotional Logic helped us unlock the motoring purchasing journey and delivered smart, actionable insight.Top Gear Magazine
Insight & Ad Marketing Director
Our methodology combines
Experimental design to accurately asses impact of media exposure on your audience including hard to measure implicit reactions.
Reveals how audiences read content and explains the interplay of advertising and editorial.
Physiological measures identify stress and excitement levels and pinpoint specific triggers for emotional reactions.