In a series of 4 experiments, scientists were able to reveal something incredible about how we perceive advertising:
Slow ads are effective for highlighting product benefits and quality. People rated a benefit-focused metronome ad 32.8% higher when the metronome hit 30 beats per minute vs. 60 bpm.
Fast ads are effective for highlighting product features and price. People rated a price-focused camera ad 24.7% higher when the ad was sped up to 15 seconds rather than slowed down to 45 seconds.
Why? We tend to perceive objects moving slowly as further away, and we judge them in more abstract terms (think: the why of a product). Conversely, when something appears to move fast, it feels closer to us, and we’re more likely to judge it in more practical terms (think: the how of a product). Plus, we’re simply quicker at assessing a good deal (price) than we are at parsing how a product might improve our lives.
Dig into this fascinating research with Ariyh.
