The 90-second version of the ad generated intense positive feelings in 55.2% of viewers. I’ve also seen the 30-second version of the commercial on TV, and it loses much of its emotional impact.

By grounding festive campaigns in both heart and strategy, advertisers can create lasting connections with audiences while ...

Suchana Sarkar, Chief Brand Officer of Makani Creatives, writes that various tools like eye-tracking, facial coding, and EEG ...

Advertisers have grown wary of TV news programs in recent years, but a study from research firm Mediaprobe suggests the strategy is flawed ...