We’ve always known a significant part of advertising spend is wasted. Now, neuroscience can identify the exact moments in an ad that activate memory, draw attention, or prompt an emotional response, and determine on a secondby-second basis which parts are and are not effective in engaging viewers. By including only the most effective elements in your ads, significant savings can be realized from shortening their length while also maintaining or improving their overall impact.
What Can Measuring Brain Waves Tell Us About An Ad Charles Young & Step...vbousalah
Two research firms, one specializing in copy testing, the other in brain wave measurement, teamed up to examine a series of fast-food TV ads to compare and contrast findings from their respective diagnostic approaches.
Every March, thousands of thinkers, futurists, and creative people from nearly every industry flock to Austin, Texas to take in the trends and innovations shaping the future of film, technology, and music. We were among them, taking it all in through a health focused lens, and SXSW 2018 left us exhausted and inspired. The growing ubiquity of health was evidenced by the surge of the festival’s health track, including its first ever Wellness Expo. Patient centricity, health data, social responsibility, and women in tech dominated the conversation. We’ve curated the all hot health topics, along with our POV on implications in this comprehensive recap. Hope you enjoy reading this report as much as we did curating it!
Strategické plánování kampaní na Facebooku s Pavlem TekelemSun Marketing
Partner Manager Facebooku pro CEE region si společně se Sun Marketingem připravil inspirativní přednášky o novinkách a trendech v komunikaci na Facebooku i obecně v digitálním světě.
What Can Measuring Brain Waves Tell Us About An Ad Charles Young & Step...vbousalah
Two research firms, one specializing in copy testing, the other in brain wave measurement, teamed up to examine a series of fast-food TV ads to compare and contrast findings from their respective diagnostic approaches.
Every March, thousands of thinkers, futurists, and creative people from nearly every industry flock to Austin, Texas to take in the trends and innovations shaping the future of film, technology, and music. We were among them, taking it all in through a health focused lens, and SXSW 2018 left us exhausted and inspired. The growing ubiquity of health was evidenced by the surge of the festival’s health track, including its first ever Wellness Expo. Patient centricity, health data, social responsibility, and women in tech dominated the conversation. We’ve curated the all hot health topics, along with our POV on implications in this comprehensive recap. Hope you enjoy reading this report as much as we did curating it!
Strategické plánování kampaní na Facebooku s Pavlem TekelemSun Marketing
Partner Manager Facebooku pro CEE region si společně se Sun Marketingem připravil inspirativní přednášky o novinkách a trendech v komunikaci na Facebooku i obecně v digitálním světě.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
Rant: It's About Time for Real-Time TV MeasurementSteve West
We get it—your audience is a tough bunch. They’re multi-channel, tech-savvy consumers who have complete control of their experience with your brand.
Your need to understand their demands and behaviors is immediate, and TV hasn’t been up to the challenge—until now.
Go ahead… read our rant. Real-time TV measurement is here and we need to tell you about it.
Get Consumer Smart - Behavioural Economicsemmersons1
The fascinating topic of behavioural economics was the subject of a recent WARC event, with a particular focus on purchase journeys and choice. Here's what you need to know.
Le deficit de l'attention : comment les marques peuvent-elles se faire entend...Ipsos France
Nos experts d’Ipsos Connect vous accompagnent pour adapter votre stratégie et gagner la bataille de l’attention. Retrouvez dans notre publication « LE DÉFICIT DE L’ATTENTION » nos 5 conseils pour éveiller l’intérêt des consommateurs, mesurer et augmenter leur attention.
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
New Era Solutions - The Melding Of Technology, Health And Active AgingBryan K. O'Rourke
From The ICAA Journal Of Active Aging in 2018, Colin Milner Interviews Bryan O'Rourke To Understand Emerging Technologies And Their Impact On The Quality Of Life .
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity.
visit: www.b2bwhiteboard.com
Open Innovation: The Open Secret in MarketingFrank Jurden
Open innovation in one form or another is here to stay. Breakthrough insights are evermore critical, increasingly expensive, and harder to find. The companies that win will be the ones that are able to do more, faster, and with less.
The power of the crowd is the future. As marketers, our organizations rely on us to have our fingers on the pulse of what consumers want so that we can ensure our organizations thrive.
A joint initiative conducted by MSL and SPARK Neuro gives PR pros true cause for excitement. What was once only subjective – how much people are engaged with content and their emotional experience with it – can now be directly quantified by reading brain activity and other neurological responses.
For more information about Conversation2Commerce, email Erin.Lanuti@mslgroup.com or visit www.publicisC2C.com.
Rant: It's About Time for Real-Time TV MeasurementSteve West
We get it—your audience is a tough bunch. They’re multi-channel, tech-savvy consumers who have complete control of their experience with your brand.
Your need to understand their demands and behaviors is immediate, and TV hasn’t been up to the challenge—until now.
Go ahead… read our rant. Real-time TV measurement is here and we need to tell you about it.
Get Consumer Smart - Behavioural Economicsemmersons1
The fascinating topic of behavioural economics was the subject of a recent WARC event, with a particular focus on purchase journeys and choice. Here's what you need to know.
Le deficit de l'attention : comment les marques peuvent-elles se faire entend...Ipsos France
Nos experts d’Ipsos Connect vous accompagnent pour adapter votre stratégie et gagner la bataille de l’attention. Retrouvez dans notre publication « LE DÉFICIT DE L’ATTENTION » nos 5 conseils pour éveiller l’intérêt des consommateurs, mesurer et augmenter leur attention.
The name Neuromarketing is suggestive and wrong. Otherwise Focusgroupmarketing would also be correct. It is a research method. Nothing more and nothing less. Based on solid academic research by professionals it is also shown to be of limited use in marketing compared to other research methods. Further interesting reading http://www.greenbookblog.org/2013/12/12/can-neuromarketing-get-its-groove-back-part-1/ and (in Dutch) http://www.marketingfacts.nl/berichten/brain-porn
This introduction and overview to neuromarketing was presented at the Western New England College 2010 Communications and Leadership Conference by Jennifer Williams of Verilliance and John Bidwell of Bidwell ID. It defines neuromarketing, discusses controversies, presents case studies, and provides take-aways.
The marketing team decided to boost sales of Nescafe with a TV Campaign. They received 2 Commercials from HQ and wanted to know which one will increase 1) the top of mind (brand visibility) and 2) association with number of flavors. Also, they wanted to understand what scenes should to be improved and how.
New Era Solutions - The Melding Of Technology, Health And Active AgingBryan K. O'Rourke
From The ICAA Journal Of Active Aging in 2018, Colin Milner Interviews Bryan O'Rourke To Understand Emerging Technologies And Their Impact On The Quality Of Life .
Neuromarketing: Understanding the Subconscious Drivers > NeuroFocus, The Nielsen Company > By Caroline Winnett, CMO and Andrew Pohlmann, Managing Partner.
The neuromarketing concept was developed by psychologists at Harvard University in 1990. The technology is based on a model whereby the major thinking part of human activity (over 90%) including emotion proceeds in subconscious area that is below the levels of controlled awareness. For this reason the perception technologists of the market are very tempted to learn the techniques of effective manipulation of the subconscious brain activity.
visit: www.b2bwhiteboard.com
Open Innovation: The Open Secret in MarketingFrank Jurden
Open innovation in one form or another is here to stay. Breakthrough insights are evermore critical, increasingly expensive, and harder to find. The companies that win will be the ones that are able to do more, faster, and with less.
The power of the crowd is the future. As marketers, our organizations rely on us to have our fingers on the pulse of what consumers want so that we can ensure our organizations thrive.
It was 1876 and Alexander Graham Bell was pitching his start-up. He offered Western Union his telephone technology for a rumored $100,000. The company dismissed it as 'an electrical toy'. The quote, although recently challenged for its authenticity, is an accurate reflection of the factors that drive product adoption. What is recognizable speech if not product readiness, telephone devices in every city, a means of distribution and the question of why anyone would use it - that of shifting consumer habits? Fast forward 130 years and the questions are the same about video communications. Video communications are nothing new. The goal of making it easier to see the person you’re talking to is a consistent theme in telephony. And yet by far the fastest growing communication method in the last 50 years has been short, asynchronous text messaging, with WhatsApp alone generating 18.3 trillion messages annually and an aggregated SMS volume at 8.16 trillion. So why is video communication not mainstream yet and what can we do to accelerate its adoption?
Our #dmexco18 Recap. From Content and Technology to cultural Topics such as agilty & diversity. Enjoy your read and let us know what you think about or experienced at the dmexco.
True Impact conducted a neuromarketing study of m-commerce applications, in partnership with Plastic Mobile. The applications included Pizza Pizza, Best Buy and Hyatt.
While it will always remain important to measure explicit responses through surveys or focus groups, we must not underestimate the power of emotions in driving decision making. They are automatic, instant gut feelings that we are often unaware of, yet they are the best indicators of behaviour. When paired with traditional marketing research methodologies, neuroscience helps measure these feelings and provides a more complete, colourful and interesting picture of the customer – one that portrays him as much more than data.
Digital marketing how internet of things is impacting digital marketMaheshKumar807128
Digital marketing base is internet and it has a wide effect. This business is growing every day among us. Know how Internet of thing is impacting on currency of digital marketing business.
Ahead of the marcus evans Evolution Summit 2023, read here an interview with Erwin De beuckelaer discussing how utilising and harmonising digital measures in clinical trials will transform the pharma industry.
Get Advertising Smart - Effective Campaigns from the Perspective of the Brain emmersons1
Last week we attended the Warc 100 event: ‘Lessons from the world's best marketing campaigns’, where Heather Andrew, UK CEO at Neuro-Insight discussed the neuroscience behind some of the world’s top performing campaigns.
Clients Look Ahead at Agencies (RSW/US 2011 Survey)Kirill Smirnov
The 2011 New Business Report: A Client’s Look Ahead at Agencies was completed by 174 key Marketing decision makers from across the United States during March, 2011. The study takes a look at where Marketers think Agencies are headed in the coming years and analyzes Marketers’ overall satisfaction with Agencies and presents ideas/suggestions on how Agencies should pitch and market to prospective clients.
Достаточно бессистемная компиляция разных (иногда, впрочем, вполне познавательных) фактов о Рунете. «Государство, как общественный регулятор благ, должно играть наибольшую роль именно там, где темпы роста не соответствуют среднестрановым.»
[Note: This is a partial preview. To download this presentation, visit:
https://www.oeconsulting.com.sg/training-presentations]
Sustainability has become an increasingly critical topic as the world recognizes the need to protect our planet and its resources for future generations. Sustainability means meeting our current needs without compromising the ability of future generations to meet theirs. It involves long-term planning and consideration of the consequences of our actions. The goal is to create strategies that ensure the long-term viability of People, Planet, and Profit.
Leading companies such as Nike, Toyota, and Siemens are prioritizing sustainable innovation in their business models, setting an example for others to follow. In this Sustainability training presentation, you will learn key concepts, principles, and practices of sustainability applicable across industries. This training aims to create awareness and educate employees, senior executives, consultants, and other key stakeholders, including investors, policymakers, and supply chain partners, on the importance and implementation of sustainability.
LEARNING OBJECTIVES
1. Develop a comprehensive understanding of the fundamental principles and concepts that form the foundation of sustainability within corporate environments.
2. Explore the sustainability implementation model, focusing on effective measures and reporting strategies to track and communicate sustainability efforts.
3. Identify and define best practices and critical success factors essential for achieving sustainability goals within organizations.
CONTENTS
1. Introduction and Key Concepts of Sustainability
2. Principles and Practices of Sustainability
3. Measures and Reporting in Sustainability
4. Sustainability Implementation & Best Practices
To download the complete presentation, visit: https://www.oeconsulting.com.sg/training-presentations
Digital Transformation and IT Strategy Toolkit and TemplatesAurelien Domont, MBA
This Digital Transformation and IT Strategy Toolkit was created by ex-McKinsey, Deloitte and BCG Management Consultants, after more than 5,000 hours of work. It is considered the world's best & most comprehensive Digital Transformation and IT Strategy Toolkit. It includes all the Frameworks, Best Practices & Templates required to successfully undertake the Digital Transformation of your organization and define a robust IT Strategy.
Editable Toolkit to help you reuse our content: 700 Powerpoint slides | 35 Excel sheets | 84 minutes of Video training
This PowerPoint presentation is only a small preview of our Toolkits. For more details, visit www.domontconsulting.com
Premium MEAN Stack Development Solutions for Modern BusinessesSynapseIndia
Stay ahead of the curve with our premium MEAN Stack Development Solutions. Our expert developers utilize MongoDB, Express.js, AngularJS, and Node.js to create modern and responsive web applications. Trust us for cutting-edge solutions that drive your business growth and success.
Know more: https://www.synapseindia.com/technology/mean-stack-development-company.html
Cracking the Workplace Discipline Code Main.pptxWorkforce Group
Cultivating and maintaining discipline within teams is a critical differentiator for successful organisations.
Forward-thinking leaders and business managers understand the impact that discipline has on organisational success. A disciplined workforce operates with clarity, focus, and a shared understanding of expectations, ultimately driving better results, optimising productivity, and facilitating seamless collaboration.
Although discipline is not a one-size-fits-all approach, it can help create a work environment that encourages personal growth and accountability rather than solely relying on punitive measures.
In this deck, you will learn the significance of workplace discipline for organisational success. You’ll also learn
• Four (4) workplace discipline methods you should consider
• The best and most practical approach to implementing workplace discipline.
• Three (3) key tips to maintain a disciplined workplace.
Enterprise Excellence is Inclusive Excellence.pdfKaiNexus
Enterprise excellence and inclusive excellence are closely linked, and real-world challenges have shown that both are essential to the success of any organization. To achieve enterprise excellence, organizations must focus on improving their operations and processes while creating an inclusive environment that engages everyone. In this interactive session, the facilitator will highlight commonly established business practices and how they limit our ability to engage everyone every day. More importantly, though, participants will likely gain increased awareness of what we can do differently to maximize enterprise excellence through deliberate inclusion.
What is Enterprise Excellence?
Enterprise Excellence is a holistic approach that's aimed at achieving world-class performance across all aspects of the organization.
What might I learn?
A way to engage all in creating Inclusive Excellence. Lessons from the US military and their parallels to the story of Harry Potter. How belt systems and CI teams can destroy inclusive practices. How leadership language invites people to the party. There are three things leaders can do to engage everyone every day: maximizing psychological safety to create environments where folks learn, contribute, and challenge the status quo.
Who might benefit? Anyone and everyone leading folks from the shop floor to top floor.
Dr. William Harvey is a seasoned Operations Leader with extensive experience in chemical processing, manufacturing, and operations management. At Michelman, he currently oversees multiple sites, leading teams in strategic planning and coaching/practicing continuous improvement. William is set to start his eighth year of teaching at the University of Cincinnati where he teaches marketing, finance, and management. William holds various certifications in change management, quality, leadership, operational excellence, team building, and DiSC, among others.
Putting the SPARK into Virtual Training.pptxCynthia Clay
This 60-minute webinar, sponsored by Adobe, was delivered for the Training Mag Network. It explored the five elements of SPARK: Storytelling, Purpose, Action, Relationships, and Kudos. Knowing how to tell a well-structured story is key to building long-term memory. Stating a clear purpose that doesn't take away from the discovery learning process is critical. Ensuring that people move from theory to practical application is imperative. Creating strong social learning is the key to commitment and engagement. Validating and affirming participants' comments is the way to create a positive learning environment.
"𝑩𝑬𝑮𝑼𝑵 𝑾𝑰𝑻𝑯 𝑻𝑱 𝑰𝑺 𝑯𝑨𝑳𝑭 𝑫𝑶𝑵𝑬"
𝐓𝐉 𝐂𝐨𝐦𝐬 (𝐓𝐉 𝐂𝐨𝐦𝐦𝐮𝐧𝐢𝐜𝐚𝐭𝐢𝐨𝐧𝐬) is a professional event agency that includes experts in the event-organizing market in Vietnam, Korea, and ASEAN countries. We provide unlimited types of events from Music concerts, Fan meetings, and Culture festivals to Corporate events, Internal company events, Golf tournaments, MICE events, and Exhibitions.
𝐓𝐉 𝐂𝐨𝐦𝐬 provides unlimited package services including such as Event organizing, Event planning, Event production, Manpower, PR marketing, Design 2D/3D, VIP protocols, Interpreter agency, etc.
Sports events - Golf competitions/billiards competitions/company sports events: dynamic and challenging
⭐ 𝐅𝐞𝐚𝐭𝐮𝐫𝐞𝐝 𝐩𝐫𝐨𝐣𝐞𝐜𝐭𝐬:
➢ 2024 BAEKHYUN [Lonsdaleite] IN HO CHI MINH
➢ SUPER JUNIOR-L.S.S. THE SHOW : Th3ee Guys in HO CHI MINH
➢FreenBecky 1st Fan Meeting in Vietnam
➢CHILDREN ART EXHIBITION 2024: BEYOND BARRIERS
➢ WOW K-Music Festival 2023
➢ Winner [CROSS] Tour in HCM
➢ Super Show 9 in HCM with Super Junior
➢ HCMC - Gyeongsangbuk-do Culture and Tourism Festival
➢ Korean Vietnam Partnership - Fair with LG
➢ Korean President visits Samsung Electronics R&D Center
➢ Vietnam Food Expo with Lotte Wellfood
"𝐄𝐯𝐞𝐫𝐲 𝐞𝐯𝐞𝐧𝐭 𝐢𝐬 𝐚 𝐬𝐭𝐨𝐫𝐲, 𝐚 𝐬𝐩𝐞𝐜𝐢𝐚𝐥 𝐣𝐨𝐮𝐫𝐧𝐞𝐲. 𝐖𝐞 𝐚𝐥𝐰𝐚𝐲𝐬 𝐛𝐞𝐥𝐢𝐞𝐯𝐞 𝐭𝐡𝐚𝐭 𝐬𝐡𝐨𝐫𝐭𝐥𝐲 𝐲𝐨𝐮 𝐰𝐢𝐥𝐥 𝐛𝐞 𝐚 𝐩𝐚𝐫𝐭 𝐨𝐟 𝐨𝐮𝐫 𝐬𝐭𝐨𝐫𝐢𝐞𝐬."
RMD24 | Retail media: hoe zet je dit in als je geen AH of Unilever bent? Heid...BBPMedia1
Grote partijen zijn al een tijdje onderweg met retail media. Ondertussen worden in dit domein ook de kansen zichtbaar voor andere spelers in de markt. Maar met die kansen ontstaan ook vragen: Zelf retail media worden of erop adverteren? In welke fase van de funnel past het en hoe integreer je het in een mediaplan? Wat is nu precies het verschil met marketplaces en Programmatic ads? In dit half uur beslechten we de dilemma's en krijg je antwoorden op wanneer het voor jou tijd is om de volgende stap te zetten.
LA HUG - Video Testimonials with Chynna Morgan - June 2024Lital Barkan
Have you ever heard that user-generated content or video testimonials can take your brand to the next level? We will explore how you can effectively use video testimonials to leverage and boost your sales, content strategy, and increase your CRM data.🤯
We will dig deeper into:
1. How to capture video testimonials that convert from your audience 🎥
2. How to leverage your testimonials to boost your sales 💲
3. How you can capture more CRM data to understand your audience better through video testimonials. 📊
2. 2WHAT’S NEXT | Making advertising more of a science than an art
persuasion and persuasion happens to be not a science, but an art,” he
set up his own shop in 1949. A decade or so later, the creative revolution
crossed the Atlantic to Britain, where Collett Dickenson Pearce & Partners
taught viewers that Fiat cars were “hand built by robots” and that
Heineken “refreshes the parts other beers cannot reach”– catch-phrases
never forgotten by those who grew up with them. Then Britain returned
the compliment by inventing planning and exporting it back to America
in the 1980s. In 1982, the English agency Chiat/Day became the first to
introduce account planning to the US industry.
Throughout, whether the yin of planning or the yang of creativity was up,
advertising agencies were inhabited by two distinct breeds: creatives like
Leo Burnett, and pragmatists like Rosser Reeves, who asked, “Do you
want fine writing? Do you want masterpieces? Or do you want to see the
goddamned sales curve start moving up?”
What remained unresolved throughout wasn’t just whether research
trumps creative instinct or vice versa, but what kind of advertising appeals
to people’s emotions in a way that motivates their purchase behavior. The
recipe for a good ad remained a mystery.
Today, the pragmatists have worked out a new way to address that mystery:
the application of neuroscience to advertising. After years of effort and
some false starts, a new era of precision is beginning. A neuroscientific
process has now been developed that can determine on a second-by-
second basis, free of the filters that bias surveys and traditional assessment
tools, what parts of an ad are most effective. Further, by showing the
ad’s creators what its most effective elements are, the process marks an
enormous advance on the thumbs-up-or-down of traditional copy-testing,
and may well transform the age-old tug of war between pragmatists and
creatives into a collaboration.
4. 4WHAT’S NEXT | Making advertising more of a science than an art
Putting the consumer in
consumer neuroscience
Neuroscience research has exploded over the last 40 years, with a
correspondingly enormous impact on our understanding of a whole range
of behavior.2
It has already transformed the core research methods of many
academic disciplines because it answers previously intractable questions.
Advertising represents one of the newest areas to which it has been applied.
Historically, neuroscientific research has focused on seven neural processes:
attention, memory, emotional processing, motor control, decision-making
and response monitoring, human social interaction, and emotional
regulation. Its methods may be divided into those that measure brain
function directly and those that measure it indirectly (by monitoring motor
responses controlled by the brain). Direct measurement methods include
electroencephalography (EEG), magnetoencephalography (MEG), functional
magnetic resonance imaging (fMRI), optical imaging, positron emission
tomography (PET scanning), transcranial magnetic stimulation (TMS), and
direct brain recording or electrocorticography (ECoG). Indirect measurement
methods include simple button-press (reaction time), eye tracking, facial
motor responses, and involuntary processes such as heart rate, galvanic skin
response, and pupil dilation.
Not every application of neuroscience has met with commercial success.
fMRI was a big scientific step forward. But it was and remains very expensive
and it measures not brain response but cerebral blood flow – a phenomenon
that follows by as much as six seconds the response that triggered it.
Biometrics such as galvanic skin response and heart rate measurement,
both also in common use, are similarly limited in their effectiveness by non-
uniform degrees of time-lag.
The technique that represents both a scientific and economic breakthrough
grew out of work that started at the University of California, Berkeley in 2006
under the leadership of Dr. Robert T. Knight, M.D., Evan Rauch Professor of
Neuroscience. He and his colleagues Dr. Ram Gurumorthy and Dr. Ananth
Pradeep determined how to use EEG to identify and capture responses to
brain stimuli in milliseconds. Their approach consisted of two fundamental
elements: deriving metrics for consumer neuroscience applications from an
extensive publication record going back to the 1970s, and applying rigorous
2
Indeed, President Obama and the National Institutes of Health have recently announced the
Brain Research through Advancing Innovative Neurotechnologies (BRAIN) Initiative and the Brain
Activity Map, with a complete understanding of the human brain as the goal. This decade-long
initiative will have profound effects on understanding the human brain.
6. 6WHAT’S NEXT | Making advertising more of a science than an art
Ad compression
There is a significant difference between this scientific approach to ad
compression and current industry practice. The latter involves shortening
a 30-second ad by applying experience and personal judgment to trim the
story line, reduce repetition, and so forth. Scientific ad compression is
quite different. It begins by using EEG to track the three key dimensions
of people’s conscious and subconscious responses noted above on an
almost continuous basis. What is their attention level at each moment? Are
they emotionally engaged (“leaning forward” or “leaning back”)? At what
points are their memory centers being activated? To make the process
practical, time segments of about one second are studied and scored.
Exhibit 1 shows what the balance of powerful and less powerful moments
in a typical 30-second ad might look like on an EEG readout. The sections
highlighted in blue are those pieces that should be used as the basis for
the compressed 15-second version of this ad.
EEG READOUTS IDENTIFY MORE AND LESS EFFECTIVE PORTIONS OF ADS
EXHIBIT 1
2
0
4
8
6
10
1s 5s 9s 13s 17s 21s 25s 29s
TIME (SECONDS)
EFFECTIVENESS
Source: Nielsen NeuroFocus
8. 8WHAT’S NEXT | Making advertising more of a science than an art
Making “The Good Wife” better
In marketing the critically acclaimed program, “The Good Wife,” CBS
made two promotions for the show: one we will call “Prison,” and one we
will call “Intrigue.” “Intrigue” concerned a romantic relationship between
the lead character and one of her colleagues, and was designed to appeal
to the current fan base. “Prison” previews an episode in which Alicia
Florick, the main character, asks a convicted murderer for his help; in
return, he asks for his freedom. This ad was designed to attract non-
viewers to the show.
Neuroscientific analysis showed, surprisingly, that the “Intrigue”
promotion performed better with non-viewers than the “Prison” spot
that was actually designed for them. Exhibit 3 shows an analysis of the
“Prison” spot, with measures of attention, memory and emotion rising
and falling throughout. The line on the top is an aggregate measure of
overall effectiveness.
What we see from the analysis is that non-viewers of the show have
difficulty understanding the first 5-10 seconds of “Prison”: this is why
attention rises and remains high for a sustained period. In combination
with low emotion scores, this high-attention phenomenon suggests
that “Prison” lacks the necessary exposition to emotionally engage non-
viewers unfamiliar with the drama’s characters or storyline.
10. 10WHAT’S NEXT | Making advertising more of a science than an art
In response to these findings, CBS chose to move ahead with “Intrigue”
and to hold “Prison” back on the basis that it needed rework before airing.
Normally, the 10-second spots in a promotional schedule for a program
function simply as reminders of the message conveyed by the 20- and
30-second spots. In this case, the creative team used analysis of the
30-second “Intrigue” along with a neuro-compressed version to guide the
development of a 10-second spot that would be more effective in driving
viewership.
This is what’s next: not all ads can be “told” in as little as 10 or 15 seconds,
but our experience suggests that about 90% can. Almost always, then,
the precision offered by EEG analysis can significantly lower the required
investment for an advertising campaign without any loss of effectiveness.
Often, it improves it.
The prize can be massive. The biggest consumer goods companies might
free up tens of millions of dollars in annual advertising spend on current
campaigns by applying this technology. And networks can only benefit
if the advertising they air is more powerful. Everyone wins: That should
create a good feeling we can now measure.
Joe Willke is President, Nielsen NeuroFocus and Blake Burrus is Senior
Vice President, Client Service, Nielsen NeuroFocus. You can reach them at
joe.willke@nielsen.com and blake.burrus@nielsen.com.
* * * *