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The ARF AT ADVERTISING WEEK – Neuroscience leads to great creative in mobile

The ARF held 2 presentations at last month’s New York Advertising Week Conference. The following content was from the second presentation on using Neuroscience to optimize mobile advertising. Here are some excerpts from that event:

Gayle Fuguitt, President & CEO, The ARF
The ARF has been engaged in Neuroscience since 2010. Among the issues are how brands are built in the brain. What is the emotional connectedness of advertising to consumer responses?

Dr. Manuel Garcia-Garcia, SVP, Research & Innovation, The ARF
We conducted original Neuroscience experiments. Among the key findings are unified creative across platforms delivers more emotional engagement and better memory for the advertising. At the same time, it is important to adjust your creative to the platform – an effective TV ad may not work well on mobile. 62% of campaigns are not using mobile in the optimum way.

People use ad-blockers because they want to be in control. They don’t want to be disrupted. Create ad experiences that create value.

Dr. Horst Stipp, EVP, Global Ad Effectiveness, The ARF
There’s have been a lot of f improvements in Neuroscience research in the last five years.

These neuroscience methods allow second by second analysis of commercials of which really helps to improve the creative.

Dr. Duane Varan, CEO, MediaScience
Realistic mobile testing in people’s own environment is a challenge. But we now can test ads that we inject into users’ (mobile) feeds, creating more realistic conditions in the lab.

Everybody is unique physiologically so there’s an enormous amount of work we have to do to calibrate that individual difference.

Pranav Yadav, CEO, Neuro-Insight
We are bringing science to measurement of content and ads.

Most decision-making (an estimated 80%) happens in the subconscious, that’s why Neuroscience methods are so important.

We know now that when people are engaged with their mobile phones they are more emotionally engaged then when they are with TV.

People react differently to the same content on different screens.

Neha Bhargava, Advertising Research Manager, Facebook
In-market studies help explain if the ads are working, Neuro studies help explain the “why” … why people are reacting the way they are.

We found that the mobile screen, followed by TV, is more impactful.

The earlier we can see this kind of research happening and be working on it together … the more we can make use of that investment.

Phil Gaughran, US Chief Integration Office, mcgarrybowen
(Neuroscience) there’s no doubt that this is the best methodology I have used in my career. It removes many biases that have been frustrating us for a very long time.

We need to get more neuroscience into the front of the creative process.

Working in an ad agency, there is constantly a battle between arts and science.

To view the event (40 minutes) http://newyork.advertisingweek.com/replay/#date=2016-09-26~video-id=33~venue=9