“Trust the strategy, optimize the execution:” How we leverage neuroscience to drive stronger ROI for your ads

Room 1 | 4:00 pm - 4:30 pm | Monday, March 27, 2023

Technology has dramatically improved our ability to target advertising, but creative quality remains at the center as the main media multiplier or eraser. However, are we really getting better at creative quality?

Typical advertising copy testing includes scorecard KPIs that are biased to a certain style of creative and can often discard otherwise good creative, wasting valuable resources. Lack of granular, actionable optimization insights often leave creatives feeling puzzled and frustrated. By leveraging neuroscience at client, the collaborative team of brand, agency and research uncover a granular read on creative quality, uninhibited by conscious processing for new “XYZ” campaign. The client team had a very strong creative strategy but needed to optimize the execution to meet the creative objective.

This session will highlight the collaborative partnership between brand, creative agency and research through the transformation of the “XYZ” campaign. Sales and PR data of success of campaign will also be shared.

Key takeaways:

  1. Trust the strategy, fine tune the execution – Collaboration eco system and granular human truth lead to exceptional creative.
  2. More diamonds in the rough than you may think: results highlight the dangers that can be associated with only looking at how an ad scores at an overall average.
  3. Optimization – focus ultimately saves on budget and time in the research journey, and significantly improve the odds of success in market (5-20% lift in ad-driven ROI).

Advertising Case Study Joint Presentation


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