“Neuromarketing has actually been around since the 80’s. But modern technology makes it extra applicable to analyze online video”, says neuroscientist Roeland Dietvorst.
A wide range of data can be used to analyze the impact online (marketing) videos have on their target audiences. Everything from brain scans and eye trackers to big data such as bounce rate and deep linking is of use in the analysis.
Humor is ok, but…
One conclusion is virtually a constant for all videos Roeland Dietvorst and his team analyses: “You can use humor, but it has to be lighthearted. Dark humor often leads to subconscious negative connotations in the viewer’s mind, resulting in them not option for your product.”