The advertising options available today can leave companies overwhelmed; between digital advertising exploding over the last decade and the options for traditional-yet-effective channels, like direct mail, companies might have a difficult time deciding which channels to use and when to use them. A customer might see the same shoes in a catalogue, Google search ad, TV commercial, and before she makes a purchase how is the seller to know which ad tipped the scales and why?
The Postal Service Office of Inspector General (OIG), in conjunction with Temple University's Center for Neural Decision Making, is trying to take some of the guesswork out of mixed media campaigning, with a scientific study focused on the interaction between emails and ad mail. Following up on its June 2015 neuromarketing study, Enhancing the Value of Mail: The Human Response, the team used neuroscience techniques, behavioral surveys, and field studies to examine how the brain responds to sequences of digital and physical ads. The study focused on which sequence was best for brand identification, desirability, and purchase intent.
The OIG is not the only one working in this space; Canada Post recently released its second neuromarketing study as well, which looks at sequencing effects between direct mail, display advertisements, email, and pre-roll video. To discuss the findings of both studies and implications for marketers, the OIG hosted an event on January 25, 2017 at the OIG headquarters in Arlington, Virginia of when and how ad sequencing can help meet company needs.