What is memory encoding and how is brain response to ads measured?
Answered independently in 1 episodes. Every line below is verbatim from the transcript, timestamped to the moment it was said.
What the archive says
01Ads that score highest on the USA Today Ad Meter consistently show low memory encoding for the brand itself, so likability rankings are a poor proxy for effectiveness. source →
02Detail memory encoding (left hemisphere) captures specifics and calls to action, while global memory encoding (right hemisphere) captures big-picture emotional themes — brands need to know which one their ad is driving. source →
03Oatly finished last on the Ad Meter but its end card hit the 99th percentile for memory encoding in Neuro-Insight's database, and searches for the brand reportedly rose 15-19% after the game. source →
04Roughly 90% of brain processing happens subconsciously, which is why recall surveys and focus groups miss what actually gets laid down into memory. source →
What was actually said
It's very straightforward. Global memory encoding is more of an emotional memory encoding that allows us to measure how people are responding to big picture themes. And this is measured in the right hemisphere of the brain.