Presentation of Roeland Dietvorst during the BAM Marketing Congress on 5 December 2019 in Brussels Expo. Only a small proportion of advertising drives sales effectively. Why is it so difficult to get noticed? And when do your marketing efforts actually translate into value and motivation in the minds of people? Dr. Roeland Dietvorst is a neuroscientist and founder of Alpha.One. In a joined effort for some the worlds biggest consumer brands, he uses modern brain scanning techniques to uncover the neural building blocks of brand value and desire. During is talk he will share what he has learned after scanning the brains of thousands of individuals while they are processing TV commercials or packaging designs. You will learn how to become a better marketer by using insights and techniques adopted from neuroscience.

1. Consumer Neuroscience
Dr. Roeland Dietvorst

3. Brand preference in the monkey brain…
“…the power of sex and status in advertising emerges
from the spontaneous engagement of
shared, ancestral neural circuits…”

4. “…the power of sex and status in advertising emerges
from the spontaneous engagement of
shared, ancestral neural circuits…”
Brand preference in the monkey brain…

5. Sentience or awareness of internal or external existence

6. Sentience or awareness of internal or external existence

7. Sentience or awareness of internal or external existence

8. Early visual processing is complex and fast…

9. Early visual processing is complex and fast…

10. Optimize instore communication with Eyetracking…

11. People automatically follow the gaze even for cartoon figures…

12. (Junghöfer et al., Frontiers in Human Neuroscience 2010)
Fast recognition and decisions…

13. Which person is the more competent?
(Todorov et al., Science 2005)
?

14. (Todorov et al., Science 2005)
Which person is the more competent?

15. Which person is the more competent?
(Todorov et al., Science 2005)
?

16. (Todorov et al., Science 2005)
Which person is the more competent?

17. High impact decisions influenced by irrelevant variables...
Percievedsucces
Mouth size
10% smaller normal 10% bigger

18. Simple choice, right?
Prof. Dan Arieley in ‘Predictably Irrational’
• Economist online subscription 59$
• Economist print subscription 125$
• Economist printed and 125$
online subscription

19. Prof. Dan Arieley in ‘Predictably Irrational’
• Economist online subscription 59$ 16%
• Economist print subscription 125$ 0%
• Economist printed and 125$ 84%
online subscription
Simple choice, right?

20. Prof. Dan Arieley in ‘Predictably Irrational’
• Economist online subscription 59$ 16%
• Economist print subscription 125$ 0% X
• Economist printed and 125$ 84%
online subscription
Simple choice, right?

21. Prof. Dan Arieley in ‘Predictably Irrational’
• Economist online subscription 59$ 16% 68%
• Economist print subscription 125$ 0% X
• Economist printed and 125$ 84% 32%
online subscription
Simple choice, right?

22. Neural purchase predictors

23. Neural purchase predictors

24. Neural purchase predictors

25. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens

26. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Easy cleaning

27. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Limits uptake of fats

28. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Mild odors

29. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Haute friture

30. Viewing ads in traditional media brings better brand value…
Sanoma & IPG Media 2018 AMMA Award
ImplicitBrandPreferencescore
1. Increased brand preference for print
2. Higher willingness to pay
3. More trust

31. Reconsidering budget allocation…
August 2014 October 2019

32. Neural similarity at temporal lobe and cerebellum predicts
out-of-sample preference and recall for video stimuli
2019 NeuroImage
Hang-Yee Chan, Ale Smidts, Vincent C. Schoots, Roeland Dietvorst, Maarten A.S.Boksem

33. Heineken - Synchronicity

34. Heineken - Synchronicity

35. See how shoppers orientate & navigate to improve the experience

36. Visual saliency prediction with adversarial networks
SalGAN: Visual Saliency Prediction with Generative Adversarial Networks (2018) Junting Pan,
Cristian Canton Ferrer, Kevin McGuinness, Noel E. O'Connor, Jordi Torres, Elisa Sayrol, Xavier
Giro-i-Nieto

37. Visual saliency prediction with adversarial networks
SalGAN: Visual Saliency Prediction with Generative Adversarial Networks (2018) Junting Pan,
Cristian Canton Ferrer, Kevin McGuinness, Noel E. O'Connor, Jordi Torres, Elisa Sayrol, Xavier
Giro-i-Nieto
Ground truth Prediction

38. Machine generated eyetracking
Human response simulationOriginal ad

39. Machine generated eyetracking
Human response simulationOriginal ad

40. Machine generated eyetracking
Human response simulationOriginal ad
Consumers won’t notice the
discount!

41. Machine generated eyetracking
Human response simulationOriginal ad Re-edit improved effectiveness
Consumers won’t notice the
discount! But the discount is more
obvious in the improved version…

42. Machine generated eyetracking
Human response simulationOriginal ad Re-edit improved effectiveness
Consumers won’t notice the
discount! But the discount is more
obvious in the improved version…

43. Machine generated eyetracking

44. Machine generated eyetracking

45. Expoze Neural Net ©
Machine Generated Eye Tracking
www.expoze.io

46. Thank you!
@NeuroRoeland
roeland@alpha.one