How the Time of a Brand on Screen Impacts Memory

  • Custom Research

At Sentient we have opportunities to uncover insights that are motivational to the marketing industry. By automating behavioral science we can now understand the impact of brand exposure across many types of industries. Using memory encoding testing within Sentient Prime ® we aggregated results across a database of thousands of ads to uncover if there is a direct relationship between the time a brand is on the screen and its ability to be encoded in memory.

This example is representative of an individual category. It might not be surprising to us that to increase memory of the brand you need to expose the logo more. But for how long exactly? It’s important for us to understand just how brand exposure within ads really impacts our ability to recall what we saw.
For everyone 1 second the brand is on the screen memory percentile rank increases by 1.5 points. If you are doing cuts of your ad and your brand appears on screen for 5 seconds you would be in the the low 30th perticile. If you were to increase that to 15 seconds you can improve your memory encoding ranking to above average across the competitive ads within this category.
Memory encoding ranking.

X

 

Memory encoding ranking.
The X axis resents the time the brand was exposed within an advertisement. The Y axis percentile rank is the memory score within our norms.

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