The document discusses a case study on neuromarketing applied to out-of-home advertising, detailing various neuroscientific methodologies used to measure audience engagement, including EEG and eye-tracking. It outlines a structured marketing campaign using the SOSTAC model and emphasizes design elements affecting consumer perception and behavior. Key findings highlight the impact of visual and auditory processing on advertising effectiveness, providing statistical insights into consumer responses to different design elements.

1. Neuromarketing
An Out-of-Home Advertising Case Study
Hamed Abdi - Dec 2019
PhD Researcher at ICBS

2. Marketing & Advertising

3. Consumer
ATL
Above the Line
BTL
Below the Line
TV, Radio
Newspaper
Outdoor (OOH)
Internet
CRM
Press & PR
Email Marketing
Event
Brand
Branding
ROI

4. OOH Audience Measurement
• Population and Impression
• Opportunity to Contact (OTC)
• Visibility Adjusted Contact (VAC)
• Traffic Data
• Visibility
• PhysicalVisibility
• CognitiveVisibility Neuromarketing

5. Neuromarketing

6. Neuromarketing
Neuroscientific Methods
Neuronal ActivityWithin The
Brain (CNS)
Electroencephalogram(EEG)
Magnetoencephalography(MEG)
SteadyStateTopography(SST)
FunctionalMagneticResonance
Imaging(fMRI)
Positron-emissionTomography
(PET)
Neuronal Activity of
The Peripheral
Nervous System (NPS)
Electrocardiogram(ECG)
GalvanicSkinResponse(GSR)
FacialCoding(FC)
FacialElectromyography(FEMG)
OtherTechniques
EyeTracking (ET)
StationaryEye-tracker
Eye-trackerGlasses
Eye-trackersinVRGlasses
Eye-trackingThroughWebcams
Implicit
Response
Test (IRT)
SemanticPriming
VisualPriming
Indoor
Positioning
Systems
Beacons(GPSBased)
Video(CameraLocation)
Neckly(GPSBasedonUWB)

7. Facial Coding
• Facial Action Coding System (FACS)
• Action Units (AU)
• Action Descriptors (AD)
• Intensity Scoring
• A Trace
• B Slight
• C Marked or pronounced
• D Severe or extreme
• E Maximum
• EMFACS (Emotional Facial Action Coding System)

9. Facial Action Coding System (FACS)
Motion Action Units Description
Happiness 6+12 Cheek Raiser, Lip Corner Puller
Sadness 1+4+15 Inner Brow Raiser, Brow Lowerer, Lip Corner Depressor
Surprise 1+2+5+26
Inner Brow Raiser, Outer Brow Raiser, Upper Lid Raiser, Jaw
Drop
Fear 1+2+4+5+7+20+26
Inner Brow Raiser, Outer Brow Raiser, Brow Lowerer, Upper Lid
Raiser, Lid Tightener, Lip Stretcher, Jaw Drop
Anger 4+5+7+23 Brow Lowerer, Upper Lid Raiser, Lid Tightener, Lip Tightener
Disgust 9+15+16 Nose Wrinkler, Lip Corner Depressor, Lower Lip Depressor
Contempt
12+14
(on one side of the face)
Lip Corner Puller, Dimpler

11. Visual Perception

12. Visual Perception

13. Human Processor Model
Parameter Mean Range
Eye movement time 230 ms 70-700 ms
Decay half-life of visual image storage 200 ms 90-1000 ms
Visual Capacity 17 letters 7-17 letters
Decay half-life of auditory storage 1500 ms 90-3500 ms
Auditory Capacity 5 letters 4.4-6.2 letters
Perceptual processor cycle time 100 ms 50-200 ms
Cognitive processor cycle time 70 ms 25-170 ms
Motor processor cycle time 70 ms 30-100 ms
Effective working memory capacity 7 chunks 5-9 chunks
Pure working memory capacity 3 chunks 2.5-4.2 chunks
Decay half-life of working memory 7 sec 5-226 sec
Decay half-life of 1 chunk working memory 73 sec 73-226 sec
Decay half-life of 3 chunks working memory 7 sec 5-34 sec

14. Case Study

15. Structure of Campaign
Situation Analysis
Objectives
Strategy
Tactics
Actions
Control
SOSTAC Marketing Model
You are here!
Prelaunch

16. Structure of Campaign
Situation Analysis
Objectives
Strategy
Tactics
Actions
Control
SOSTAC Marketing Model
You must be here!

17. Elements of Design
• Frame
• Color
• Shapes
• Ambassador
• Products
• Logo
• Fonts
• Context
• Tagline
• Slogan
• Information

18. Example

19. Golden Facts
• GoldenTime
3 – 7 Sec
• Golden Area

20. Results

21. In or Out of Frame
42
39
31
67
51
33
0
10
20
30
40
50
60
70
80
Left Middle Right
Product
In Out

22. Color
82
45
58
37
69
21
32
0
10
20
30
40
50
60
70
80
90
Red Green Yellow Blue Black White Gray
Background
Red Green Yellow Blue Black White Gray

23. Shapes
58
23
14
5
Ambassador Product Logo Text
58
23
19
Product Logo Text

24. Context
100
92
56
32
100
79
27
11
0
20
40
60
80
100
120
2 Chunks 3 Chunks 4 Chunks 5 Chunks
Perception
With Priming Whitout Priming

25. Context
69
78
81
2929
53
64
22
0
10
20
30
40
50
60
70
80
90
Logo Tagline Slogan Information
Legibility
With Priming Whitout Priming

26. Context
3.91
4.77
5.04
6.82
4.62
4.88
6.54
4.74
4.97
6.71
4.33 4.39
5.83
0
1
2
3
4
5
6
7
8
1 Line 2 Line 3 Line 4 Line
Speed (12 Chunks)
Justified Center Po. Align Ne. Align

27. Comparison
Satisfaction Index =
𝐻𝑎𝑝𝑝𝑖𝑛𝑒𝑠𝑠+𝑆𝑢𝑟𝑝𝑟𝑖𝑠𝑒+𝑁𝑒𝑢𝑡𝑟𝑎𝑙
𝑆𝑎𝑑𝑛𝑒𝑠𝑠+𝐹𝑒𝑎𝑟+𝐴𝑛𝑔𝑒𝑟+𝐷𝑖𝑠𝑔𝑢𝑠𝑡+𝐶𝑜𝑛𝑡𝑒𝑚𝑝

28. Comparison
77
91
59
79
0
10
20
30
40
50
60
70
80
90
100
Prototype Suggestion
Satisfaction
Whit Priming Without Priming

29. ThankYou
www.habdi.com