Traditional measures of ad effectiveness, such as self-reported liking, have proven to be unreliable indicators of success. Enter the concept of “immersion” — a neuro-scientific approach that reveals the true power of an ad to engage and influence its audience. While traditional metrics like “likability” may not always correlate with actual ad performance, immersion, which refers to the level of engagement and emotional connection with an ad, is a much stronger predictor of behaviour change.
Why Liking Doesn’t Equal Success
Zero Correlation Between Liking and Immersion: Studies have shown that there’s no significant correlation between how much people like an ad and how immersive it is.
Real-World Examples: In Super Bowl commercials, some of the highest immersion ads were the least liked. The 2018 Diet Coke Twisted Mango ad, which many found strange, actually led to a significant sales bump for the product.
The Power of Immersion
Freudian Hangover: Traditional psychology suggests we can make the unconscious conscious through certain stimuli. However, the brain doesn’t work that way. Most cognitive processes are unconscious, and storytelling engages these unconscious networks effectively.
Energy Efficiency of the Brain: Our brains are always making valuation comparisons to save energy. When an ad makes a significant metabolic investment, the brain takes notice, leading to higher immersion.
Novelty and Creativity: Capturing Attention
The Brain Loves the New: The dopamine system in the brain activates strongly in response to new, unusual, or surprising elements.
15-Second Rule: Advertisers have about 15 seconds to capture the audience’s attention with something unique before they need to build an emotional narrative.
Building a Narrative Arc
Sustaining Immersion Through Storytelling: Quick cuts and random scenes might grab initial attention, but they fail to sustain it. A narrative arc that increases emotional tension is crucial for maintaining immersion.
Short Ads with a Strong Impact: Even short ads, like six-second bumper ads, can tell a compelling story if they follow a narrative arc. Hemingway’s six-word story is a prime example of how brevity can still evoke strong emotions.
Effective Ad Length and Structure
Shorter is Better: Data from thousands of ads show that shorter ads are often more effective. It’s essential to make the case quickly, have a clear call to action, and include branding moments at emotional peaks.
Movie Trailers as a Model: Movie trailers create half of a narrative arc, introducing characters and a crisis but stopping at the climax to provoke curiosity. This approach can be highly effective for ads as well.
Making Ads Like Thrillers
Suspense and Engagement: Ads that mimic the structure of thrillers, creating suspense and leaving the audience wanting more, can maintain high levels of immersion over multiple viewings.
Most Immersive Ad
Case Study: Guinness Beer’s “Empty Chair”: This ad, which almost maxed out the immersion scale, is a perfect example of storytelling and product congruence. It remains emotionally impactful even after repeated viewings.
Dr Zak says, “If it’s a great story, we do not see a degradation in immersion over time.”
Conclusion
The science of immersion offers a fresh perspective on ad effectiveness. By understanding how the brain processes new information and builds emotional connections, advertisers can create more engaging and impactful campaigns. Moving beyond self-reported liking to focus on true immersion can lead to better ad performance and, ultimately, more successful marketing outcomes.
Dr. Paul J. Zak is a Professor of economics, psychology and management at Claremont Graduate University. His newest book is Immersion: The Science of the Extraordinary and Source of Happiness.
Full Conversation between Dr Zak & Jasravee Kaur Chandra on our YouTube Channel
Jagged with Jasravee, the Marketing Show 
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