Ericcson
The Signal
Nostalgia was everywhere. Every audience segment felt it. Every publisher context triggered it. It was the dominant emotion across the entire campaign.
But Nostalgia alone wasn't the story.
When Origin cross-referenced emotion against audience seniority, one segment separated itself. VPs generated the strongest Affinity, the best Recall, the lowest Fatigue -- and something no other title level produced at all: a late-breaking Impulse recovery at the close of the ad.
Everyone else watched. VPs connected.
The Decision
GlassView followed the signal to three publisher environments -- each doing a different job.
Lifestyle publishers delivered the highest Affinity and lowest Fatigue. Business publishers maximized Nostalgia and contextual resonance. Sports publishers drove the strongest Recall.
Together they created a full-funnel emotional footprint. And on frequency, the signal was clear: View 1 delivered the strongest Impulse, Joy, and Nostalgia peak. The campaign was built for first contact -- broad reach over repetition.
The Proof
CTR 1.29x the industry benchmark. 4.14% reduction in eCPM.
VPs felt more. Remembered more. Cost less to reach.
The brain signal didn't just identify the right audience. It found the right moment, the right environment, and the right frequency -- before the budget had a chance to go anywhere it didn't belong."