Videous, animatics, bordomatics

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 used

In order to achieve set goals we use a complex methodology that combines classical research methods and neurotools to identify apply target insights.

FOCUS GROUPS AND QUALITATIVE SURVEYS

Obtained metrics and indicators

General for video:

Memory retention
Interest
Attention
Emotional involvement
Brand strength

Dynamic (by second/ by episode):

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

How TVC research is conducted

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