What makes a memorable marketing campaign? What kind of advertisement keeps the audience hooked long after the “skip this ad” bar has appeared on the side of the video screen? The ads that often capture our attention incorporate marketing strategies that think outside of the box by engaging the audience with a compelling story. Science is also behind the reason we will let one ad run its full course while we can’t wait to get through another to get back to our regularly scheduled programming. The answer, supported by marketing expert Douglas Van Praet and evidence from neurobiology, evolutionary psychology, and behavioral economics, is to grab onto the audience’s emotions. Praet’s own words encourage marketers to appeal to the basics of human nature to gain more conversions:
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