Creating Impactful Ads: How to Craft Key Elements for Maximum Engagement

Creating an advertisement that truly captures attention isn’t just about flashy visuals or catchy music. Neurosensum’s research, using Electroencephalogram (EEG) ad testing, has uncovered what makes an ad work effectively.

By testing 300+ ads across 27 categories, researchers identified key elements that boost engagement. This blog will break down these findings in a simple way, helping brands create ads that not only look great but also deeply connect with audiences.

Understanding what makes an ad effective is crucial for brands aiming to increase customer engagement, boost brand recall, and drive conversions. With the advertising landscape becoming more competitive, leveraging neuroscience-backed insights can provide a strategic advantage in creating ads that truly resonate with audiences.

How EEG Helps in Ad Testing?

EEG tracks brain activity to understand how people react to ads without them having to say anything. Instead of relying on surveys, EEG directly measures engagement by analyzing brainwaves.

How the Brain Processes Ads

• System 1 Thinking: Quick, emotional, and subconscious (95% of reactions come from this part of the brain).
• System 2 Thinking: Slow, logical, and conscious (only 5% of decisions come from this).

Since people make most decisions using System 1, the best ads are those that trigger emotions and instincts.

This means that even if an ad provides useful information, it won’t be effective unless it connects emotionally with the audience. Ads that appeal to subconscious emotions are far more memorable and engaging than those that rely solely on logic.

Key Learnings from EEG Ad Testing

The study found that the average engagement level in ads is 29%, but the best-performing ads engage viewers over 50% of the time. Even small changes in visuals, music, or storytelling can make a big difference.

Engagement is crucial because it determines how well the audience remembers an ad. The more engaging the content, the more likely consumers are to connect with the brand and take action, such as making a purchase or sharing the ad with others.

A highly engaging ad doesn’t just capture attention; it influences consumer behavior. When viewers are emotionally invested, they are more likely to associate positive feelings with the brand. This is why some ads stay in people’s minds long after they have aired.

The Role of Emotions in Advertising

Emotions drive decision-making more than most people realize. Ads that evoke strong emotions—whether it’s happiness, surprise, nostalgia, or even sadness—tend to perform significantly better than those that don’t.

For example:

Joyful and humorous ads make people feel good and create positive brand associations.

Nostalgic ads trigger past memories and a sense of familiarity, strengthening emotional ties to the brand.

Heartwarming or sentimental ads create deep emotional connections, making the brand feel more trustworthy and relatable.

6 Elements That Make Ads More Engaging

Neurosensum’s study identified six key factors that increase engagement and brand recall.

1. Mascots & Cartoon Characters

What Works: Popular mascots or characters linked to a story.

What Doesn’t Work: Generic characters with no connection to the brand.

Example: Ultra Mimi Kids (43% Engagement) vs. Tango Kido (17%)

Why It Works: Familiar mascots create a sense of comfort, making the ad more enjoyable.

Mascots help brands establish a long-term identity. When people see a well-known character, they instantly relate it to the brand, reinforcing trust and recognition. A character that appears across multiple brand campaigns can significantly boost recall and engagement.

Mascots also serve as brand ambassadors, ensuring continuity across different marketing platforms. A well-designed mascot can make a brand more relatable and fun, especially in industries targeting younger audiences.

Incorporating mascots into packaging, digital content, and even brand storytelling can help companies build stronger, more recognizable brand identities.

2. Celebrity Endorsements

What Works: Using a well-known celebrity in a natural way.

What Doesn’t Work: Featuring someone unknown without proper introduction.

Example: Ultra Milk (37%) vs. Tjuh Kurma (20%)

Why It Works: Celebrities activate mirror neurons, making people feel connected to the brand.

People trust celebrities because they are familiar with them. If a well-known personality endorses a product in an authentic way, consumers are more likely to feel a personal connection, increasing the chances of brand recall and purchase intent.

However, the celebrity must align with the brand’s values. If the endorsement feels forced or unrelated, it can backfire. For example, an athlete endorsing a sugary snack may seem less credible than endorsing a sports drink or protein bar.

A strong celebrity-brand connection fosters trust and long-term loyalty. Viewers often project their admiration for a celebrity onto the product, reinforcing positive associations with the brand.

3. Music & Sound Effects

What Works: Recognizable or emotionally engaging music.

Example: Frisian Flag (30%) used a nostalgic Indonesian song, while Sasa (47%) combined strong visuals & music.

Why It Works: Music activates the hippocampus, improving memory and recall.

Music sets the tone for an ad. A familiar or emotionally uplifting song can make an ad memorable. Brands that use the right soundtrack enhance emotional appeal, making the ad stick in the viewer’s mind long after it ends.

Silence or minimal sound can also be powerful. A sudden pause in an ad’s audio can create tension, making viewers pay closer attention to what happens next.

Music has the unique ability to transport people emotionally. When used effectively, it strengthens storytelling, triggers nostalgia, and even influences purchasing decisions.

4. Product Demonstration

What Works: Showing the product in a creative way, highlighting unique features.

What Doesn’t Work: A plain, basic product showcase.

Example: Beer Brand (37% Engagement) vs. Indomilk Good Milk (13%)

Why It Works: Creative product demos trigger dopamine, keeping viewers interested.

Consumers enjoy watching a product in action, but it has to be exciting and unique. Simply displaying the product won’t work. If brands can highlight the product’s benefits innovatively, such as through exaggerated visuals or storytelling, engagement levels increase.

Adding an element of surprise or humor in product demonstrations can also be beneficial. For instance, showing a drink being poured in an unexpected way of showcasing a food product’s texture in extreme close-up can keep viewers hooked.

Live demonstrations, often seen in shopping networks and digital ads, help consumers visualize how a product will improve their lives. Such presentations build credibility and make the product feel more tangible.

5. Creative Visual Effects

What Works: Kinetic typography, unexpected movements, and quick edits.

Example: Greenfields (48% Engagement) vs. Diamond Junior Pack (17%)

Why It Works: Visual effects mimic natural eye movements, keeping viewers hooked and enhancing memory encoding.

Fast-paced visuals, smooth transitions, and surprising movements trigger the brain’s novelty response, making ads more exciting and engaging. Ads that integrate bold typography, vibrant transitions, and fast cuts tend to perform better in keeping viewers engaged.

6. Emotional & Dramatic Scenes

What Works: Storytelling that evokes strong emotions such as joy, sadness, or surprise.

Example: Milku (40% Engagement) vs. Hilo Teen (37%)

Why It Works: Emotional engagement activates the limbic system, helping viewers form a stronger memory of the ad.

Dramatic scenes leverage neurotransmitters like dopamine and oxytocin, enhancing viewer attention and emotional retention. Mirror neurons fire when audiences see relatable emotions, fostering a deeper connection with the brand.

Common Structures Used by Marketers in Ads

Different brands use various ad structures to communicate their messages effectively. The choice of structure plays a crucial role in determining how well an ad resonates with audiences. Below are the most commonly used ad structures:

• Humour-Driven Structure: These ads leverage humor to create a lasting impact, as laughter is associated with positive emotions, making the brand feel more approachable and memorable.
• Emotion-Driven Structure: Ads that focus on emotional storytelling (joy, nostalgia, sadness) tend to have a deeper impact as they activate the limbic system in the brain, enhancing retention.
• Musical Ads: Using catchy tunes, rhythmic messaging, or popular soundtracks helps brands create a stronger recall.
• Metaphorical/Abstract Ads: These ads use symbolic representation, making audiences think deeper about the message, leading to higher engagement.
• Visual Effects-Driven Ads: Kinetic typography, animation, and fast-paced visuals keep viewers engaged by triggering novelty responses in the brain.
• Event-Focused Ads: Ads centered around real or fictional events, such as cultural moments, sports, or social movements, make strong connections with audiences.
• Testimonial-Based Ads: These ads feature real people, experts, or influencers sharing their experiences, building trust and credibility.
• Slice of Life Ads: This structure showcases everyday situations that consumers can relate to, making the brand appear more natural and a part of daily life.
• Competitive Structure Ads: These ads directly compare brands, showing why one product is superior to another.
• Interactive Ads: Encouraging viewer participation through gamification or digital engagement increases brand interaction.
• Problem-Solution Ads: These follow a classic approach of highlighting an issue and then demonstrating how the brand’s product solves it.
• Before-After Ads: These show transformations using a brand’s product, such as skincare, cleaning solutions, or weight loss supplements.
• Demonstration/Product-Centric Ads: These focus on the product’s features and benefits, often with hands-on explanations.
• Educative/Informative Ads: Providing knowledge about a product, industry, or topic, these ads position the brand as an authority.
• Promotion-Driven Ads: Focused on discounts, offers, and limited-time deals, these ads encourage quick conversions but may lack long-term emotional impact.

Each structure has its strengths and weaknesses. While humor, emotion, and storytelling tend to create higher recall and emotional connections, structures that are more information-heavy (like product demonstrations or promotional ads) often struggle to keep engagement levels high.

Conclusion

In today’s competitive world, brands need more than just good visuals and catchy slogans to make an impact. EEG-based research helps us understand what really captures attention and influences decision-making. The key to great ads lies in tapping into emotions and using elements that make people feel connected to the brand.

Whether through emotional storytelling, engaging visuals, music, or celebrity endorsements, the goal is to create ads that leave a lasting impression. Using these insights, brands can stay ahead in the fast-changing world of advertising.

As ad formats continue to evolve, understanding scientifically backed strategies will be crucial for brands to stand out and create lasting impact. The most successful ads are those that seamlessly blend creativity with emotional engagement, ensuring that viewers not only watch but also remember and act on what they see.

A well-crafted ad doesn’t just entertain; it builds trust, influences purchasing decisions, and strengthens brand loyalty. By understanding the subconscious triggers behind consumer behavior, marketers can design ads that truly resonate with audiences.

Companies that implement these findings into their advertising strategies will see higher engagement rates, better conversion metrics, and stronger brand loyalty over time. It’s no longer enough to create visually appealing ads; brands must ensure they strike the right emotional and psychological chords to leave a lasting impact.

By consistently applying these neuroscience-backed principles, brands can develop ad campaigns that are not only memorable but also drive real business results. The key takeaway for marketers is that ads need to make an emotional impact within the first few seconds to hold the viewer’s attention and deliver a compelling brand message.