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#RampUp17: Leveraging Neuroscience in the Age of Distraction

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Speaker:
Dr. Carl Marci, Chief Neuroscientist, Nielsen Consumer Neuroscience

Published in: Marketing
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#RampUp17: Leveraging Neuroscience in the Age of Distraction

  1. 1. RampUp Summit Pre-Conference San Francisco CA, March 2017 LEVERAGING NEUROSCIENCE IN THE AGE OF DISTRACTION
  2. 2. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 2 CONTENTS 1 What is Consumer Neuroscience & Why Care? 2 Viewing in the Age of Distraction 3 Optimizing Creative for Different Screens 4 Creative Matters: Neuro Approach to Video Ads 5 Validation: How Do We Know It Works?
  3. 3. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 3
  4. 4. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 4 Based on D. Kahneman, Thinking, Fast and Slow 2011
  5. 5. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 5 Application of neuroscience knowledge and techniques to market and media research questions for a deeper understanding of consumer attitudes and behaviors. “ CONSUMER NEUROSCIENCE
  6. 6. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 6 MOST COMPREHENSIVE VIEW OF ENGAGEMENT What consumers say they think, do or plan to do. SELF REPORT Overall level of emotional engagement, the most and least engaging moments. CORE BIOMETRICS Discrete facially expressed emotions, such as surprise, confusion, joy and sadness. FACIAL CODING Pinpoint visual attention to content, including specific areas that attract the most and least attention. EYE TRACKING 32 sensors collect data 500 times every second to fully capture activity across all brain regions EEG
  7. 7. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 7 CONSUMER NEUROSCIENCE AT GLOBAL SCALE BOSTON 2015 ATLANTA 2011 CHICAGO 2013 SAN FRAN. 2013 TOKYO 2012 MEXICO CITY 2012 SHANGHAI 2011 MOSCOW 2014 BOGOTA 2012 SAO PAULO 2014 MUMBAI 2014 LONDON 2013 Fixed Neuro Labs Other Testing Markets HAMBURG 2013 SINGAPORE 2016 JAKARTA 2017
  8. 8. VIEWING IN THE AGE OF DISTRACTION
  9. 9. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 9 ENGAGING THE AGE OF DISTRACTION
  10. 10. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 10 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 10 OVERALL MEDIA USAGE IS INCREASING Weekly Time Spent Based on the Total US Population – Based on Qtr 2, P18+ Source: Nielsen Total Audience Report and Audience Insights Analysis 0 7 14 21 28 36 43 50 57 64 72 2002 2005 2010 2015 Tablet Smartphone PC M-media Device VCR Game Console DVD / Blu-Ray Time-Shifted TV Live TV Radio HoursperWeek
  11. 11. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 11 Copyright©2015TheNielsenCompany.Confidentialandproprietary. 11 61% 59% 60% 75% 84% 89% 13% 14% 13% 26% 27% 27% 20% 14% 10% P2-11 P12-17 P18-34 P35-49 P50-64 P65+ Both TV, Device Device Only TV Only Source: Nielsen NPOWER Reach & frequency reports for dates indicated TV = HUT/PUT (including time-shifted viewing) TV-Connected Devices = Videogame Console, Internet-Connected Devices, Audio-Video, DVD Playback, VCR Playback Mix of TV and Device Usage In Average Day Apr 27–May 24, 2015 CONNECTED DEVICES USED DAILY BY 40% OF P2-34
  12. 12. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 12 0 5 10 15 20 25 30 Natives Immigrants Average Number of Platform Switches Per Non-Working Hour AverageNumberofPlatform SwitchesperHour 60% increase 27 17 Digital Natives Digital Immigrants 60% ASCENT IN SWITCHING BETWEEN PLATFORMS
  13. 13. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 13 A BIOMETRIC DAY IN THE LIFE Time Warner-Innerscope Research study presented at 2012 ARF Conference Wider spans between switching from single platform to multiplatform Digital Immigrant - Isaac Digital Native - Nate Shorter spans between switching from single platform to multiplatform
  14. 14. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 14 Ad Channel Change Content Solo ViewerSolo Viewing Sample Individual Participants During Natural Viewing Behavior Council of Research Excellence Report, September 2016 VIEWING BEHAVIOR WITH 2ND SCREEN Ad, 2nd Screen, Conversation Ad, 2nd Screen Ad, Conversation Ad Channel Change, 2nd Screen, Conversation Channel Change, 2nd Screen, Channel Change, Conversation, Channel Change Content 2nd Screen, Conversation Content, 2nd Screen, Content, Conversation Content Co-Viewing w/ 2nd Screen
  15. 15. OPTIMIZING CREATIVE FOR DIFFERENT SCREENS
  16. 16. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 16 LEAN BACK ENVIRONMENT OF TV & VOD ENVIRONMENTS ENCOURAGES HIGH EMOTION Range of Emotional Response to Advertising per Platform Low Range of Emotion High Range of Emotion LEGEND 0 20 40 60 80 100 LevelofEmotional Response
  17. 17. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 17 OPPORTUNITIES TO SKIP PRE-ROLL INFLUENCE TIGHTER RANGE OF EMOTION ON SVOD 0 20 40 60 80 100 LevelofEmotional Response Range of Emotional Response to Advertising per Platform Low Range of Emotion High Range of Emotion LEGEND
  18. 18. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 18 VIEWERS STICK WITH ADS ON TV 84% 83% 17% 17% 29% 0% 20% 40% 60% 80% 100% % Watching a 30 second ad in its entirety
  19. 19. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 19 1.02 0.87 0.81 0.81 0 0.1 0.2 0.3 0.4 0.5 0 0.2 0.4 0.6 0.8 1 1.2 TV PC Tablet Smartphone Fixation Duration (in seconds) Final Branding Moment Full Screen Logo in Final Branding Tagline in Final Branding NumberofSeconds SCREEN SIZE MATTERS FOR BRANDING
  20. 20. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 20 EXAMPLE: SCREEN SIZE MATTERS Don’t assume you can run the same ad on any device
  21. 21. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 21 EXAMPLE: SCREEN SIZE MATTERS Don’t assume you can run the same ad on any device
  22. 22. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 22 Banner Blindness BANNER BLINDNESS IS A LEARNED BEHAVIOR, SO…
  23. 23. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 23 USE CONTEXT TO INCREASE ENGAGEMENT Non-Synergistic Ads Synergistic Ads
  24. 24. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 24 USE PREMIUM CONTEXT (VS. NON-PREMIUM) 300x250 IN NON-PREMIUM 1.1 sec VS YAHOO LOGIN PAGE 6.6 sec V S AdChoices │ Ad Feedback
  25. 25. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 25 USE IN STREAM: MOBILE ADS IN STREAM EARN 3X MORE ATTENTION Low HighMedium HEAT MAP * Time looking at ad: as proportion of the Avg. Article
  26. 26. CREATIVE MATTERS: Going from Good to Great with Video +
  27. 27. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 27 GREAT CREATIVE GRABS ATTENTION, ENGAGES EMOTION AND ACTIVATES MEMORY CENTERS Engage Message Brand Captivate, emotionally engage, and deliver associations and brand-relevant imagery Deliver and/or reinforce relevant associations and messages Link imagery and associations distinctively to your Brand
  28. 28. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 28 EEG: MEMORY ACTIVATION EEG: EMOTIONAL MOTIVATIONEEG: ATTENTIONAL PATTERNS BIOMETRICS: EMOTIONAL PROCESSING EYE TRACKING: VISUAL FOCAL POINTS FACIAL CODING: EMOTIONAL EXPRESSION KEY DIMENSIONS OF ENGAGEMENT
  29. 29. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 29 STORY VS DEAL STRUCTURE 40 60 80 0 5 10 15 20 25 30 EmotionalEngagement Time (in seconds) Average Engagement of Ads Featuring Story vs. Deal Story Deal A peak in engagement at the end links emotional response with the final messaging Ads featuring deals are 3x more likely to peak in engagement at the beginning of the ad, not the end.
  30. 30. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 3030 EMOTIONS AND BRANDING 20 40 60 80 100 0 5 10 15 20 25 30 Sprint 20 40 60 80 100 0 5 10 15 20 25 30 Local Toyota EmotionalEngagement High Low Time Time
  31. 31. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 31 “CHEERLEADER” PSA
  32. 32. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 32 “Learn to be a better father” “A father should always be involved in their child’s life” “Spend time with your kids” “To be a good, involved and caring dad” “Being a good father to your child, having fun and encouraging them” “A kid always needs their parent for support, especially their dads” SELF REPORT: VOICE OF THE VIEWER
  33. 33. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 33 0 20 40 60 80 100 00:00 00:05 00:10 00:15 00:20 00:25 00:30 BiometricEngagement Time (sec) Engagement Trace Neutral Engagement BIOMETRIC ENGAGEMENT TRACE VO “The smallest moments can have the biggest impact on a child’s life” CTA “Take time to be a dad today…” CTA “call or visit fatherhood.gov to learn more…”
  34. 34. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 34 0 5 10 0 5 10 15 20 25 30 EEG Engagement Trace EEGEffectiveness Time (sec) CTA “Take time to be a dad today…” CTA “call or visit fatherhood.gov to learn more…” VO “The smallest moments can have…” EEG ENGAGEMENT TRACE
  35. 35. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 35 EEG, BIOMETRICS & FACIAL CODING TOGETHER 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% 20 30 40 50 60 70 80 90 100 0:00 0:05 0:10 0:15 0:20 0:25 0:30 Time (sec) Positive Negative Surprise Engagement Neutral Engagement EEG Engagement Trace Biometric 0 5 10
  36. 36. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 36 EYE TRACKING: HEAT MAP VIDEO
  37. 37. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 37 “Attention Vampires” DISTRACTING FROM THE BRAND
  38. 38. VALIDATION: HOW DO WE KNOW IT WORKS?
  39. 39. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 39 EXPOSURE DATA 4.3MM HH BUY DATA 90 MM HH • Nielsen Homescan All-Outlet Data • Client Proprietary Sales Data • Nielsen Media Data • Set Top Box Data Exposed Un-Exposed HOW DO WE KNOW IF ADVERTISING DROVE SALES?
  40. 40. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 40 9% 27% 62% 77% 0% 20% 40% 60% 80% 100% FAC Biometrics EEG Combined R-Squared for Neuro Measure to Sales Lift* * Preliminary analyses COMBINATION CREATES HIGHEST LEVEL OF PREDICTIOТ
  41. 41. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 41 THE NEUROSCIENCE OF EMOTIONAL ADS Top Ads Have Greater Brain Activity in Key Areas Related to Information Processing Study in partnership with Time Warner Media Lab & Temple University Decision Neuroscience Team Hippocampus Amygdala STG LPFC
  42. 42. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 42 THE NEUROSCIENCE OF EMOTIONAL ADS Top Ads Have Greater Brain Activity in Key Areas Related to Information Processing Study in partnership with Time Warner Media Lab & Temple University Decision Neuroscience Team Hippocampus Amygdala STG LPFC Emotion Generation Sensory Integration Memory Formation Reward Evaluation
  43. 43. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 43 PERSONAL RELEVANCE IS KEY: PRECUNEUS Engaging Ads Also Generate Greater Brain Activity in Area Related to Personal Relevance
  44. 44. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 44 NEUROSCIENCE HELPS CRACK THE NUT OF CONSUMERS
  45. 45. Copyright©2015TheNielsenCompany.Confidentialandproprietary. 45
  46. 46. THANK YOU!

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