Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans
System1
- Part 1Why advertising wear-out is a myth — Jon Evans // System1
- Part 2Diversity & Ageism in advertising — Jon Evans // System1
- Part 3 Ad science of right brain vs left brain — Jon Evans // System1
Show Notes
-
02:27The science of advertisingTheres a shift in advertising towards left-brain, transactional ads, particularly on digital platforms. This shift has led to a decline in right-brain, emotional ads, which are more effective at driving long-term performance and market share for brands.
-
07:19The role of rightWhile left-brain advertising is typically only effective in the short term, right-brain advertising can be leveraged for short-term activation. Successful marketers use right-brain advertising to create an emotional connection with their audience and translate it into short-term activation.
-
08:07ChannelThe effectiveness of left-brain versus right-brain advertising depends on media type and the length of attention span. While left-brain advertising performs better in short-attention media, you can still build brand and create stories with short-form content.
-
09:39Balancing left and rightThe most effective advertising strategy combines elements of both right and left-brain advertising. By using familiar characters or scenes established in right-brain ads, in shorter left-brain ads, a "halo benefit" is created, and effectiveness peaks.
Quotes
-
"There's a gradual decline in right-brain advertising and an increase in left-brain ads. Around 2006, we suddenly started making advertising for short-attention media." -Jon Evans, CCO, System 1
-
"Right, brain advertising is far more effective at driving long-term performance and market share for brands than left-brain advertising, which is more short-term performance rated." -Jon Evans, CCO, System 1
-
"The smartest marketers build more right-brain advertising and then they leverage those features in short-term activation." -Jon Evans, CCO, System 1
-
"Even in short attention media, the right-brain does quite well. Theres a bit of a challenge, but you can actually still build brand and still create stories even with short form." -Jon Evans, CCO, System 1
-
"You've got long attention and short attention media. TV or YouTube would be long attention where you might get 15 or 20 seconds, and in short attention, you're probably in two or three seconds." -Jon Evans, CCO, System 1
-
"Real clever people find one idea that stretches across right and left-brain. When they do left-brain advertising, they leverage the assets from right-brain advertising." -Jon Evans, CCO, System 1
- Part 1Why advertising wear-out is a myth — Jon Evans // System1
- Part 2Diversity & Ageism in advertising — Jon Evans // System1
- Part 3 Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans
System1
Up Next:
-
Part 1Why advertising wear-out is a myth — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. Producing advertising creative can be a costly endeavor, and often brands create a large volume of expensive content in an effort to see what resonates with their audience. However, when an ad is successful and resonates with the audience, it can be used for a longer period of time to save costs and continue to drive engagement. Today, Jon discusses why advertising wear-out is actually a myth.
Play Podcast -
Part 2Diversity & Ageism in advertising — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. While it is important to accurately represent different groups in advertising, it is also necessary to ensure that these representations are authentic and avoid stereotypical portrayals. To achieve this, it is crucial to have a diverse range of people involved in the creative process and to carefully consider the casting choices for each ad. Today, Jon discusses diversity and ageism in advertising.
Play Podcast -
Part 3Ad science of right brain vs left brain — Jon Evans // System1
Jon Evans, Chief Customer Officer at System 1, talks about the life of an ad. The rise of social media and digital platforms has led to a shift towards left-brain, transactional advertising, which is designed for short attention spans. However, research suggests that right-brain advertising, which appeals to emotions, and is more effective at driving long-term brand performance, is still important for marketing success. Today, Jon discusses the ad science of the right versus left-brain.
