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neuromarketing

CREATIVE

Conference Paper – “Closing the Creative Loop in the Shift to Mobile” – Facebook 

What creative content will maximize impact? This paper summarizes 2 years of follow up work that was presented at ARF Audience Measurement 2014 — continuing to explore what aspects of creative matter as content consumption shifts to more mobile and video.

Combining Brand Lift studies conducted on in-market Facebook campaigns with creative testing data, we close the loop and identify aspects that create value. With this data set, we model how elements of both static and display ads predict business outcomes.

This research combines a large dataset of in-market testing, media delivery, meta-data and creative content ratings to further our understanding of how to optimize content to breakthrough in a mobile environment.

 

From AdAge – “Neuromarketing Exits ‘Hype Cycle,’ Begins to Shape TV Commercials”

For over two decades, Neuromarketing has intrigued marketers who believed that what people say is not always how they “really” think or feel. There’s evidence that Neuromarketing has finally turned a corner.

At the Advertising Research Foundation’s Re!Think conference, marketer Mars released findings on its study of 110 TV ads based on facial response and eye tracking from firm MediaScience. The results: biometric research predicts sales results better than traditional survey-based copy testing.

ESPN employed the same company to help make the case that marketers should consider a mobile ad “viewable” by consumers if it appears partly in view for just a half second, as opposed to one or two seconds.

Neuro-Insight joined Facebook in reporting brain activity that suggests campaigns combining TV and Facebook encode memories.

Nielsen Consumer Neuroscience now has 15 offices in 10 countries, with growing interest from big packaged goods, automotive and finance players, said Carl Marci, Nielsen’s chief neuroscientist and co-founder of Innerscope.

CBS Vision President David Poltrack observed that growing validation is boosting researchers’ confidence in using neuroscience techniques.

 

 

 

 

Neuroscience and The Revealing Power of Emotions

Are Politicians Reading Your Mind?

In order to win elections, political campaigns in many countries are using neuroscience to seek voter data and insights. Kevin Randall, writing for The New York Times describes some of these techniques and campaigns in his article, “Neuropolitics, Where Campaigns Try to Read Your Mind.”  He describes how facial coding, biofeedback, and brain imaging is being used in “neuropolitics” not only to tailor campaigns but even for governing. TAG: neuropolitics.  See more . . Source:

Did Your Smile Help Shape That Ad?

Facial coding technology enables marketers to analyze the facial expressions of consumers as they view ads. Their emotional responses can be more accurate than surveys, interviews or focus groups.  E.J. Schultz, writing for Advertising Age, discusses how facial expressions can reveal responses missed by traditional copy-testing methods in this article, “Facial-Recognition Lets Marketers Gauge Consumers’ Real Responses to Ads.” TAG: facial recognition.  See more . . . Source:   

Are TV Networks Getting Inside Your Brain?

Both Comcast Corp’s NBCUniversal and Viacom Inc. are opening labs where they will track the biometrics of TV viewers in order to understand what programs and commercials elicit the strongest emotional response from viewers.  The TV networks are also interested in using information about viewer focus to find the best time for a commercial within a program.  Time Warner Inc. also uses biometrics to test ads in its lab. This Reuters article by Jessica Toonkel, “TV Networks Open Labs to Read the Minds of Viewers,” discusses how the results from biometric testing can reveal engagement.  TAG: TV viewers. See more . . Source: 

Consumers Lie, Brain Research Reveals the Truth

Market researchers have found that consumers are not always truthful when questioned about their reaction to commercials.  Neuroscientist Moran Cerf, an Assistant Professor of Marketing at Northwestern’s Kellogg School, uses tools like EEGs and fMRIs to observe the brain activity of people as they react to films and commercials, measuring what happens when they positively or negatively engage with content. The content and length of Super Bowl ads are being tested using these tools at Northwestern. This article in Media Post by Sarah Mahoney, “Brain Research: What’s the Best Length for a Super Bowl Spot?” further discusses the costs of brain research, as well as the benefits, such as memorable and engaging commercials.  See more . . . Source:

Your Magazine Ad Placement is Just Wrong

Eye-tracking research involving 183 magazine ads demonstrated that the traditional placement of ads at the top of the page is not the most effective placement.  In fact, eye fixations are drawn to the bottom of the page.  The analysis behind this conclusion as well as the latest research on ad color, placement, and the amount of text for magazine ads is discussed in this June 2015 Journal of Advertising Research article, “The Power of Direct Context As Revealed by Eye Tracking-A Model Tracks Relative Attention to Competing Editorial and Promotional Content,” by Edith G. Smit, University of Amsterdam; Sophie C. Boerman, University of Amsterdam; Lex Van Meurs, GfK.  TAG: magazine ad placement. See more . . . Source:

Media Forum

How Advertising Works: Building Brands between the Ears

Free for ARF Members

Join us on December 1st for the ARF’s Media Forum for an informative salon forum on the importance of sound.

  • Neuro-Insight will present “The Radio Revolution: The Neuroscience behind the Power of Radio Advertising”
  • Turner Broadcasting presents “Breakthrough: The Role of Audio in TV Commercials”
  • Nielsen will discuss brand-new comparable metrics report for radio, TV, digital and mobile examining how many people use media for how long and how often


ARF Host:

Gayle Fuguitt – CEO and President, The ARF

Speakers:
Tony Hereau – VP, Audience Insights, Nielsen
Mark Loughney – VP, Research, Turner Broadcasting
Radha Subramanyan – President, Insights, Research & Data Analytics, iHeartMedia
Pranav Yadav – Chief Executive Officer, Neuro-Insight US

 

 

Agenda:
8:30–9:00am: Breakfast & Networking
9:00–11:00am: Program
11:00–11:30am: Networking

 

 

 

Consumer Neuroscience Update: An Increasingly Integrated Industry Outlook

On October 28th, the ARF and leaders from Nielsen’s Consumer Neuroscience practice present an exclusive, member only session that will provide an update on trends in the consumer neuroscience industry.

As the field of consumer neuroscience grows in size and matures in sophistication,
many exciting forms of integration are taking place. It is evidenced by early signs
of economic consolidation, such as Nielsen’s recent acquisition of Innerscope Research. A parallel trend towards integration of methodologies is illustrated by new multimodal products for advertising assessment that combine neurometric, biometric, eye-tracking, facial coding, and self-report, to provide unprecedented diagnostic richness. Finally, emerging examples of the integration of neuroscience results with unique in-market data are yielding new evidence for the validity of using neuroscience-based observations to predict marketplace outcomes.

SPEAKERS:
Mark Loughney – VP, Research, Turner
Carl Marci, MD – Chief Neuroscientist, EVP Sales & Marketing, Nielsen
Michael Smith, PhD – VP, Consumer Neuroscience Solutions, Nielsen
Dr. Horst Stipp – EVP, Research & Innovation: Global & Ad Effectiveness, The ARF
Joe Willke – President, Nielsen Consumer Neuroscience

Join us at this Thought Leader Event to:

  • Review recent neuromarketing trends
  • Provide a unique opportunity to discuss their implications
  • Help advance the use of neuroscience to improve consumer insights.

How Advertising Works: Building Brands in the Brain

Gayle Fuguitt, CEO and President of The Advertising Research Foundation, provided an overview of this presentation by Dr. Horst Stipp, EVP, Research & Innovation: Global & Ad Effectiveness at The Advertising Research Foundation.

Dr. Stipp’s presentation, “Improving Ad Creative and Ad Effectiveness Through Neuromarketing Research” included an overview of the evolution of Neuromarketing.

Conclusions from Neuro 1 and 2 research:

-”Strength of neuromarketing methods lies in their ability to uncover emotional reactions better than other methods.”

-Neuro + “traditional” methods can improve the predictive power of an ad test significantly.

Biometric/Neuro methods should be considered for a variety of research needs and business objectives including:

-Ad creative

-Websites

-Packaging

-In-store placement

-Price points

-Product design

-Brand tracking

In addition, eye tracking reveals that viewers pay attention to ads while they fast-forward through commercials.  Eye-tracking and EEG tests enabled the Ad Council to make a campaign message more effective.  In another example, an SST study demonstrated the need to connect entertainment and the branding message in a campaign for Evian.

Dr. Stipp concluded his presentation with these points:

-Neuro research reveals that emotional relevance drives attention, involvement, memory, wanting/liking, and purchase intent.

-Biometrics and neuro research can provide the insights that will result in the delivery of quality creative in a faster, more scalable fashion.

Additional support for the effectiveness of neuro research for advertising campaigns was provided by the following presentations:

“From the Front Lines: Buyers” presented by Daniel Slotwiner, Director, Advertising Research, Facebook; Manvir Kalsi, Senior Manager, Innovation Process & Research, Samsung; Patty Goldman, VP, Research Director, The Advertising Council.

These presenters discussed the emotional engagement and memory activation of custodial and noncustodial fathers in response to the “Father Involvement Campaign.”

“Speed to Scale: Sellers” presented by Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience, Nielsen; Pranav Yadav, CEO, Neuro-Insight US Inc.

Discussion highlighted the need for the integration of multiple tools to enable ad optimization including: EEG, core biometrics, facial coding, eye tracking and self-reporting.

“The Future: The Investor Perspective” presented by Dave Kohl, CEO, Morgan Digital Ventures, who concluded that “visual insights that make you more money from real people paying attention.”

Neuroscience in Marketing: Fact and Fiction

 

Heather Andrew, UK CEO of Neuro-Insight, a consumer neuro research specialist firm, discusses the fact and fiction around the neuroscience techniques which enable advertisers to understand what consumers think about their campaigns.  By using these techniques to assess brain activity, subconscious, emotional responses of consumers can be revealed.  These responses are often difficult to measure via traditional research.

Among the Facts:                                                             

-Neuroscience adds value on top of traditional research methods: measuring the brain activities of audiences provides clarity on issues that people might not be conscious of or find difficult to articulate.  Neuroscience helps to identify emotional responses and to identify what is stored in memory on a second-by-second basis as audiences engage with content.

-Measurement of memory is crucial to assessing ad effectiveness: successful memory encoding has a strong correlation with decision-making and purchase behavior, and is the most important metric on which neuroscience can report.  Emotional response is also crucial, but high memory encoding levels are important to great advertising.

Among the Fictions:

-Neuroscience can read minds.  Fact: neuroscientists use technology to identify which parts of the brain are active as consumers interact with different types of content. Analysis of this information provides insights about the impact of the content.

-Measurement and analysis will stifle creativity. Fact: neuroscience often highlights the effectiveness of highly creative ads that can be undervalued by other methodologies.

-You only need a small sample when using neuroscience. Fact: samples of approximately 50 people are generally viewed as a minimum cell size.

See all 5 Cups articles.

 

 

Predicting Ad Success with Neuroscience

Research from Temple University’s Center for Neural Decision Making indicates that “physiological and brain responses to a 30-second TV advertisement can provide reliable markers for evaluating its actual success in the market.” Several methods were evaluated, including skin conductance, heart rate, breathing as well as brain activity using fMRI and EEG. Read more »

Consumer Neuroscience Update: An Increasingly Integrated Industry Outlook

On October 28th, the ARF and leaders from Nielsen’s Consumer Neuroscience practice present an exclusive, member only session that will provide an update on trends in the consumer neuroscience industry.

As the field of consumer neuroscience grows in size and matures in sophistication,
many exciting forms of integration are taking place. It is evidenced by early signs
of economic consolidation, such as Nielsen’s recent acquisition of Innerscope Research. A parallel trend towards integration of methodologies is illustrated by new multimodal products for advertising assessment that combine neurometric, biometric, eye-tracking, facial coding, and self-report, to provide unprecedented diagnostic richness. Finally, emerging examples of the integration of neuroscience results with unique in-market data are yielding new evidence for the validity of using neuroscience-based observations to predict marketplace outcomes.

SPEAKERS:
Mark Loughney – VP, Research, Turner
Carl Marci, MD – Chief Neuroscientist, EVP Sales & Marketing, Nielsen
Michael Smith, PhD – VP, Consumer Neuroscience Solutions, Nielsen
Joe Willke – President, Nielsen Consumer Neuroscience
Dr. Horst Stipp – EVP, Research & Innovation: Global & Ad Effectiveness

Join us at this Thought Leader Event to:

  • Review recent neuromarketing trends
  • Provide a unique opportunity to discuss their implications
  • Help advance the use of neuroscience to improve consumer insights.