How does our brain react to advertising stimuli? Not always the way we would expect it to, according to research by the french attention research specials Impact Mémoire. Bruno Poyet and Benoît Bochu explain

1. ATTENTION AT THE HEART
OF ADVERTISING RENEWAL
October 2018

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THE COGNITIVE APPROACH
Our brain, our mind obey to laws Cognitive Sciences study
It is a wide set of disciplines that includes :
Neurosciences,
Experimental psychology,
Linguistics,
Philosophy,
Anthropology,
Computer Science …

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PERCEPTION
MEMORY
Conscious
Non-conscious
ATTENTION
EMOTION
100 billions neurons
stimulated according to universal principals – Perception, Attention, Emotion
– and according to conscious and non-conscious encoding mechanisms.
Which is how the memoriesdictating our behaviorsare created
Message Memory Trace Behavior

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ATTENTION
ATTENTION, A PREREQUISITE
Without attention your brain doesn’t encode anything.
Message PERCEPTION Memory Trace
EMOTION
Behavior
MEMORY
Conscious
Non-conscious

5. AN ECONOMY OF ATTENTION
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TWO TYPES OF ATTENTION
Automatic Voluntary

7. 0,5
7
sec.
AUTOMATIC ATTENTION

8. AUTOMATIC ATTENTION
Bottom-up
SEMANTICS
The known attratcts
CUT-THROUGH
Difference/ Distinction
EMOTION
Choc - Values
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9. AUTOMATIC ATTENTION
BOTTOM-UP AND MEDIA EXPOSITION
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AUTOMATIC ATTENTION

11. CREATIVE ADS TO DRIVE AUTOMATIC ATTENTION
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SMART MEDIA APPROACH TO DRIVE AUTOMATIC ATTENTION

13. VOLUNTARY ATTENTION
Topdown and engagement
REASONNING EMOTION INTEREST
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14. 180
14
sec.
VOLUNTARY ATTENTION

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CREATIVE ADS TO DRIVE VOLUNTARY ATTENTION

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SMART MEDIA APPROACH TO DRIVE VOLUNTARY ATTENTION

17. TWO SYSTEMS OF ATTENTION
Long term
Depth
Slow
Flexible
Conscious
AUTOMATIC VOLUNTARY
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Short term
Surface
Fast
Rigid
Unconscious

18. TWO SYSTEMS OF ATTENTION
CREATIVE x MEDIA
AUTOMATIC VOLUNTARY
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19. TWO SYSTEMS OF ATTENTION
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AUTOMATIC VOLUNTARY

20. LOOK OUT FOR … HABITUATION
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21. RENEW BRAND TERRITORY
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22. RENEW BRAND TERRITORY
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23. ATTENTION CYCLE
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VOLUNTARY
ATTENTION
AUTOMATIC
ATTENTIONCUT-THROUGH
ENGAGEREINVENT
COUNTER
HABITUATION

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2 SPECIFIC APPLICATIONS

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Today more than ever, to each media, each
format, its function and its creative offshoot
CREATIVE + MEDIA
1 – CREATIVE / MEDIA ADEQUANCY
Another way to approach media planning

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Semantics Celebrity, a familiar melody…
Cut-through Differentiation, Visual or auditory
choc …
Emotion Choc, facial expression, gesture…
Impacting and innovative
formats
Reasoning A story told…
Contextual content adequacy,
data targeting, moment of life
Emotion Values, aesthetics, valorisation…
Emotional engagement,
storytelling, media orchestration
Interest Advantages, Innovation, Price …
Content Adequacy, data
targeting, moment planning
voluntary
Surprise Creative disruption Multimedia creativity
reinvent
Creative Media
Contextual content adequacy
Very short / long formats

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2 – ATTENTION RATE PER MEDIA
Eye-tracking, facial coding, eeg, IRMf… or the analysis of data contribute to the understanding of
attentional mechanisms, but their usage remains complex, measures sometimes partial and the
comparison from one media to an other proves to be difficult.
Two tools to quantify the
strength of attention and of the
memory trace for each format
Useful Contact
ou « useful GRP »
via the cognitive analysis
Memory Rate
ou Morgenzstern 𝛃
via post-test results

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Useful Contact
Cogntive evalutation on 6 levers expressive of a positive attentional stimulation of the public
A score is attributed to each format
Perception
Exposure Duration
Cut-through
Intrusiveness
Engagement
Adequacy

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Useful Contact

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Memory Rate or 
 = % = memory rate at 1 contact
Work in progress with the UDA through the analysis of post-test results
(Association représentative et leader des annonceurs en France)
Reminder of historical rates of the  :
TV 30sec = 17%
Presse PQ = 10%
Radio = 4%
…
Have these rates changed? What about the Digital?

31. THANK YOU (for your attention) !
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