Why most ads fail... and how neuroscience can fix it (pt. 1)
Connecting the dots
In this episode of Connecting the dots, Precis' CMO Stefania Casciari Carter sits down with Thomas Zoëga Ramsøy, Founder & CEO at Neurons, to look at what neuroscience actually measures about attention and emotion in advertising. In this first part of the episode, we dive deep into:
- The attention window: why the industry's three-second benchmark for a "viewed" ad is already about a second and a half too generous, and what the latest research says is really happening in that time.
- The four types of attention: why an ad can score extremely well on liking and still fail to register the brand behind it, and what that has to do with the type of attention it's actually earning.
- The corner of death: the specific brand placement mistake half of all ads still make, why fewer than 5% of viewers ever see it there, and how to check your own ads for it.
📩 Get the bonus content!
We asked Thomas a bonus question about how marketing leaders can restructure their creative briefs and review meetings so attention and emotion are built into the process, not an afterthought. Subscribe to the newsletter to read his answer: https://bit.ly/4xPncEh
📚 Read the recap of this episode on our website
CHAPTERS:
00:00 — Neuroscience adoption across markets
01:03 — Thomas’s background and the story behind Neurons
03:12 — What neuroscience reveals about unconscious decision-making
07:59 — Attention in advertising: what the science really says
17:18 — Four ways audiences pay attention
23:15 — Emotion, feelings, and what brands can actually measure
27:16 — Using unconscious responses to improve campaigns
#marketingstrategy #attentioneconomy #brandbuilding #neurosciencemarketing #b2bmarketing