testing 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.





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