Storytelling pays

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The Best Ads Finish Strong

You never get a second chance to make a lasting impression, and an ad’s lasting impression can lead to higher consumer engagement. A recent evaluation of this year’s Super Bowl ads by Ipsos ASI, the Ipsos Neuro & Behavioral Science Center, and Realeyes finds that engagement of an ad’s final five seconds correlates with its overall engagement and provides the strongest emotional payoff among consumers at a time when the brand is making its most overt push. “You want to leave consumers with a positive emotional impression,” Elissa Moses, Ipsos EVP and head of the Neuro & Behavioral Science Center, tells Marketing Daily. “More importantly, the key branding message happens at the end of the ad, and you want to have the maximum engagement at that time.” ….[READ]

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