At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.
Neuro-diagnostic research: the perfect marriage between biology and psychologyWHY5Research
Presentation by Madeleine Janssens (WHY5Research) and Marysia Kluppels (DELA) on how the brain wave measurement tool Evaluate helped DELA to choose the most effective narrative for their tv commercial. The document was presented at the Marketing & Insights Event 2013 in the Netherlands
Neuro-diagnostic research: a perfect marriageWHY5Research
Presentation by Madeleine Janssens (WHY5Research) and David Weinberger on how brain wave measurement of Evaluate can help make your communication and marketing more effective. It was given at the Rethink webinar on April 18th 2014.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled The Power of Relevancy The Biometric Impact of Online Advertising. The presentation includes topics such as measuring the biological impact, and the contextual and personal relevancy of ads. The presenters include Tony Marlow-Strategic Insights at YAHOO! & Brian Levine-President of Innerscope Research.
Neuro-diagnostic research: the perfect marriage between biology and psychologyWHY5Research
Presentation by Madeleine Janssens (WHY5Research) and Marysia Kluppels (DELA) on how the brain wave measurement tool Evaluate helped DELA to choose the most effective narrative for their tv commercial. The document was presented at the Marketing & Insights Event 2013 in the Netherlands
Neuro-diagnostic research: a perfect marriageWHY5Research
Presentation by Madeleine Janssens (WHY5Research) and David Weinberger on how brain wave measurement of Evaluate can help make your communication and marketing more effective. It was given at the Rethink webinar on April 18th 2014.
The term "cognition" refers to all processes by which the sensory input is transformed, reduced, elaborated, stored, recovered, and used. It is concerned with these processes even when they operate in the absence of relevant stimulation, as in images and hallucinations. The presentation discusses various cognitive processes; such as, cognition,concept,language,learning,memory,perception,sensory registration,thinking, etc.
این پاورپوینت توسط دکتر محمدی در کارگاه آگاهی، توجه، عصب شناسی و توانبخشی ارائه شده است.
برای دریافت مطالب بیشتر در این زمینه به وب سایت فروردین مراجعه نمایید.
www.farvardin-group.com
This PPT contains Memory from Unit 3 Cognitive Process of the subject Psychology for F.Y.B.Sc. Nursing.
Memory is a cognitive process that involves the encoding, storage, and retrieval of information over time. It enables us to retain and recall past experiences, learning, and knowledge. Memory plays a fundamental role in learning, decision-making, problem-solving, and shaping our identity and interactions with the world.
In psychology, memory is a complex and multifaceted cognitive process that involves the encoding, storage, and retrieval of information over time. It is a fundamental aspect of human cognition and plays a crucial role in learning, decision-making, problem-solving, and overall functioning in daily life. Memory allows individuals to retain and recall past experiences, facts, skills, and knowledge.
Attention - Fundamentals of Psychology 2 - Lecture 8.
The views expressed in this presentation are those of the individual Simon Bignell and not University of Derby.
Presentación de las principales actividades ejecutadas por Corporación CreArte durante el año 2011 y resumen numérico de ingresos y egresos de dinero del mismo periodo.
The term "cognition" refers to all processes by which the sensory input is transformed, reduced, elaborated, stored, recovered, and used. It is concerned with these processes even when they operate in the absence of relevant stimulation, as in images and hallucinations. The presentation discusses various cognitive processes; such as, cognition,concept,language,learning,memory,perception,sensory registration,thinking, etc.
این پاورپوینت توسط دکتر محمدی در کارگاه آگاهی، توجه، عصب شناسی و توانبخشی ارائه شده است.
برای دریافت مطالب بیشتر در این زمینه به وب سایت فروردین مراجعه نمایید.
www.farvardin-group.com
This PPT contains Memory from Unit 3 Cognitive Process of the subject Psychology for F.Y.B.Sc. Nursing.
Memory is a cognitive process that involves the encoding, storage, and retrieval of information over time. It enables us to retain and recall past experiences, learning, and knowledge. Memory plays a fundamental role in learning, decision-making, problem-solving, and shaping our identity and interactions with the world.
In psychology, memory is a complex and multifaceted cognitive process that involves the encoding, storage, and retrieval of information over time. It is a fundamental aspect of human cognition and plays a crucial role in learning, decision-making, problem-solving, and overall functioning in daily life. Memory allows individuals to retain and recall past experiences, facts, skills, and knowledge.
Attention - Fundamentals of Psychology 2 - Lecture 8.
The views expressed in this presentation are those of the individual Simon Bignell and not University of Derby.
Presentación de las principales actividades ejecutadas por Corporación CreArte durante el año 2011 y resumen numérico de ingresos y egresos de dinero del mismo periodo.
17. CMA or CFA? Which qualification would be a correct choice is what many finance aspirants think about. Here is a quick solution to the dilemma. Go through this infograph on CFA vs CMA and learn about the key differences between the two in terms of educational requirements, exam details and career. Hope this helps! Happy learning!
Este documento es un resumen de la actividad llevada a cabo en el Plan Local de Integración Social a lo largo de 2015. Como cada año empezamos ofreciendo información sobre el contexto demográfico, el mercado laboral y analizamos la atención global ofrecida por los Servicios Sociales.
Posteriormente presentamos los resultados de la atención prestada en cada uno de los objetivos del Plan local, unos objetivos que desde hace años están basados en las propias metas personalizadas de los itinerarios de nuestros usuarios.
When it comes to changing hearts and minds there are drivers consistent to all human behavior, which have little to do with rational decision making. Knowing how we really make decisions has implications for how we communicate as business leaders, governments and social change makers.
Cultivating Intuition - Through Meticulous Self-trackingBen Ahrens
The following talk is a culmination of 5+ years of research, failed tracking trials, exhaustive experimentation, and mind-bending experiences - all of which have lead me to this point: Cultivating Intuition Through Meticulous Self-tracking
Operating in a connected world and the power of doingMartin Bailie
From London creative agency glueIsobar's Head of Planning Martin Bailie
I describe:
How people learn
What happens when we interact with technology
Why involvement with brands and businesses grows recommendation and sales
How this information can help be more successful
Incorporating Adolescent Brain Development Research into Youth Programming National Safe Place
This webinar will review adolescent brain development research and provide tips for practical application in youth programming. During the webinar, we will provide an overview of how the teen brain functions and outline ways in which adults can structure opportunities and interactions that will encourage cognitive development, help youth recognize risks and opportunities and minimize factors that inhibit brain development.
Jane Lewis, from Woodward-Lewis and Susan Ritchie, an Involve associate and director of Mutual Gain, give an introduction to Positive Deviance – a problem solving approach within communities based on the observation that through their uncommon (or deviant) behaviour some individuals and groups within communities develop better solutions to problems than others – explain how it works and when to use the approach.
Do you know your EEG from your fMRI? Don't panic; we've got you covered! Learn about the best methods from psychology, behavioural economics and market research to gain insights from your customers and employees
Similar to What Consumers Really Think: Neurometric Response to Advertisingin iPad® Magazines (20)
Insights from Coalition for Innovative Media Measurement (CIMM) were presented at Advertising Research Foundation’s (ARF) AM 6.0 conference, held in 2011. Through the use of eDiaries and the example of moms, a presentation was given on the value of USA touchpoints to increase ROI. Presenters included Jane Clarke-Managing Director of Coalition for Innovative Media Measurement & Jim Spaeth-Partner at Media Behavior Institute.
As part of the emerging new topics series, a presentation entitled UX: The User Experience Cross-Screen, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A research study including questions, methods, and findings on cross-screen users was presented. The presentation was given by, Richard Zackon-Facilitator for Council for Research Excellence & Rick Ducey- Chief Strategy Officer at BIA/Kelsey.
A presentation on new ad models, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Dr. Duane Varan-Executive Director at Audience Research Labs Murdoch University gave the presentation. Varan presented studies done by the Beyond 30 research program.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a Keynote presentation was given entitled Meeting the Challenges of Cross Media Research. Google presented three initiatives and how they are trying to help meet the challenges of cross media research. Keynote presenters from Google were Owen Charlebois-Global Manager, Advertising, Marketing and Media Research & ElissaLee, Ph.D.-Group Manager,Quantitative Measurement.
A presentation entitled Impact of Online and Television Advertising on Consumer Behavior, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The presentation includes, the challenges to measuring cross-platform media impacts, comscore methods, case studies and results. Presenters included Joan FitzGerald-Vice President of comScore & Alan Vaughn- Statistical Analyst at comScore.
A presentation entitled Following the Sports Fan with Arbitron’s PPM, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A study using Arbitron Portable People Meter™ (PPM™) service was presented. The presentation was given by Glenn Enoch- VP, Integrated Media Research at ESPN Inc., Kelly Johnson- Director, Media and Promotion Research at ESPN Inc., & Lung Huang- VP, National Account Services at Arbitron Inc.
A presentation entitled BrandLife – Showing the Client What to Do Visually and What to Avoid was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. The Interpretation of visual Semiotic “Answers” is presented. The presentation is given by Steve Wolf- Commercial Director, Global Qualitative & SVP/Division Director at Synovate Qualitative.
At the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011, a presentation was given on Facebook’s information platform. The job of research team at Facebook along with the topic of making research interesting to users is discussed. The presentation is given by Brad Smallwood-Head of Measurement and Insights at Facebook
A presentation entitled The Television Audience Redefined: An Update, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Insights into the profiles of various consumers across a variety of media platforms, was presented. The presentation was given by David Poltrack-Chief Research Officer of CBS Corporation & President of CBS Vision.
A presentation entitled Measuring the Moving Screen: The Future of Tablet Measurement, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. A presentation was given on the profile tablet users as well as the findings regarding ad effectiveness on iPads vs iPhones and other devices. The presentation was given by Matt O’Grady- EVP, Media Audience Measurement at The Nielsen Company.
A presentation entitled MAXIMIZING MOMENTUM: Insights from Verizon, SMG & Cisco, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. Insights on Brand building were presented. Presenters included Patrick McLean-Executive Director at Verizon Interactive, Helen Katz-SVP/Research Director at Starcom MediaVest Group, & Charlie Treadwell-Marketing Strategy Manager Corporate Affairs Marketing at Cisco.
A presentation entitled Integrated Social Media: Business Impact Study 2011, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference. The presentation explores the impact that social media has on sales. Presenters included Irfan Kamal- SVP, Digital/Social at Ogilvy & Dr. Walter Carl- Founder and Chief Research Officer at ChatThreads.
A presentation entitled Global Perspectives on Measurement Issues, was given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Presenters included Horst Stipp-EVP, Global Business Strategy at the Advertising Research Foundation & LuizG. Duarte, Ph.D.-Corporate Research at DIRECTV Latin America.
A presentation entitled Insights for the Future of Online Video Commercialization given at the Advertising Research Foundation’s (ARF) AM 6.0 conference held in 2011. Test on online commercial viewing done by TBS was presented. The presentation included the research design and methods used as well as the findings. The presentation was given by Stacey Lynn Schulman-SVP, Ad Sales & Sports Research at Turner Broadcasting Sales, Inc.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled New Shopper Journeys: The Influence of Digital Touchpoints. The presentation explores how digital has an effect on shopper’s behaviors. Presentation is given by Alex Charlton- Director at essential research, Mike Hess- EVP of Research at Carat N.A., & Beth Uyenco- Global Research Director at Microsoft.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Supercharging the Path to Purchase: Using Word-of-Mouth to Drive More Consumers to Buy. The presentation looks at the effects of Word of Mouth advertising as it relates to female consumers. Presenters include Ed Keller-CEO of Keller Fay Group & Tony Cardinale-EVP, Brand Planning & Strategic Insights at NBC Universal.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled SHOPPER INSIGHTS. Ashmeed Ali-Senior Manager at Yahoo! & David Gill-Vice President at The Nielsen Company discussed when Mobile Goes Shopping. This presentation explored how consumers use their mobiles to research products and advertising on mobile devices. Manila Austin-Director of Research at Communispace Corporation moderated the discussion.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Understanding the Relationship Between Social Media and TV Viewership. The presentation used a case study on the World cup to present findings. Presenters included, Jon Gibs-SVP at The Nielsen Company & David Coletti-VP at ESPN.
At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled Study of the Key Drivers of Online Content Consumption. An AOL sponsored study to better understand content usage was presented. Presenters included, Kristin Kovner- Senior Marketing Director at AOL, Bill Ziff-Levine-Principal & Co-Founder Data & Management at Counsel, Inc., & Jon Stewart- Research Director at Nielsen.
More from The Advertising Research Foundation (20)
[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
Attending a job Interview for B1 and B2 Englsih learnersErika906060
It is a sample of an interview for a business english class for pre-intermediate and intermediate english students with emphasis on the speking ability.
3.0 Project 2_ Developing My Brand Identity Kit.pptxtanyjahb
A personal brand exploration presentation summarizes an individual's unique qualities and goals, covering strengths, values, passions, and target audience. It helps individuals understand what makes them stand out, their desired image, and how they aim to achieve it.
Buy Verified PayPal Account | Buy Google 5 Star Reviewsusawebmarket
Buy Verified PayPal Account
Looking to buy verified PayPal accounts? Discover 7 expert tips for safely purchasing a verified PayPal account in 2024. Ensure security and reliability for your transactions.
PayPal Services Features-
🟢 Email Access
🟢 Bank Added
🟢 Card Verified
🟢 Full SSN Provided
🟢 Phone Number Access
🟢 Driving License Copy
🟢 Fasted Delivery
Client Satisfaction is Our First priority. Our services is very appropriate to buy. We assume that the first-rate way to purchase our offerings is to order on the website. If you have any worry in our cooperation usually You can order us on Skype or Telegram.
24/7 Hours Reply/Please Contact
usawebmarketEmail: support@usawebmarket.com
Skype: usawebmarket
Telegram: @usawebmarket
WhatsApp: +1(218) 203-5951
USA WEB MARKET is the Best Verified PayPal, Payoneer, Cash App, Skrill, Neteller, Stripe Account and SEO, SMM Service provider.100%Satisfection granted.100% replacement Granted.
Kseniya Leshchenko: Shared development support service model as the way to ma...Lviv Startup Club
Kseniya Leshchenko: Shared development support service model as the way to make small projects with small budgets profitable for the company (UA)
Kyiv PMDay 2024 Summer
Website – www.pmday.org
Youtube – https://www.youtube.com/startuplviv
FB – https://www.facebook.com/pmdayconference
Discover the innovative and creative projects that highlight my journey throu...dylandmeas
Discover the innovative and creative projects that highlight my journey through Full Sail University. Below, you’ll find a collection of my work showcasing my skills and expertise in digital marketing, event planning, and media production.
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. 📊
Falcon stands out as a top-tier P2P Invoice Discounting platform in India, bridging esteemed blue-chip companies and eager investors. Our goal is to transform the investment landscape in India by establishing a comprehensive destination for borrowers and investors with diverse profiles and needs, all while minimizing risk. What sets Falcon apart is the elimination of intermediaries such as commercial banks and depository institutions, allowing investors to enjoy higher yields.
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.
Memorandum Of Association Constitution of Company.pptseri bangash
www.seribangash.com
A Memorandum of Association (MOA) is a legal document that outlines the fundamental principles and objectives upon which a company operates. It serves as the company's charter or constitution and defines the scope of its activities. Here's a detailed note on the MOA:
Contents of Memorandum of Association:
Name Clause: This clause states the name of the company, which should end with words like "Limited" or "Ltd." for a public limited company and "Private Limited" or "Pvt. Ltd." for a private limited company.
https://seribangash.com/article-of-association-is-legal-doc-of-company/
Registered Office Clause: It specifies the location where the company's registered office is situated. This office is where all official communications and notices are sent.
Objective Clause: This clause delineates the main objectives for which the company is formed. It's important to define these objectives clearly, as the company cannot undertake activities beyond those mentioned in this clause.
www.seribangash.com
Liability Clause: It outlines the extent of liability of the company's members. In the case of companies limited by shares, the liability of members is limited to the amount unpaid on their shares. For companies limited by guarantee, members' liability is limited to the amount they undertake to contribute if the company is wound up.
https://seribangash.com/promotors-is-person-conceived-formation-company/
Capital Clause: This clause specifies the authorized capital of the company, i.e., the maximum amount of share capital the company is authorized to issue. It also mentions the division of this capital into shares and their respective nominal value.
Association Clause: It simply states that the subscribers wish to form a company and agree to become members of it, in accordance with the terms of the MOA.
Importance of Memorandum of Association:
Legal Requirement: The MOA is a legal requirement for the formation of a company. It must be filed with the Registrar of Companies during the incorporation process.
Constitutional Document: It serves as the company's constitutional document, defining its scope, powers, and limitations.
Protection of Members: It protects the interests of the company's members by clearly defining the objectives and limiting their liability.
External Communication: It provides clarity to external parties, such as investors, creditors, and regulatory authorities, regarding the company's objectives and powers.
https://seribangash.com/difference-public-and-private-company-law/
Binding Authority: The company and its members are bound by the provisions of the MOA. Any action taken beyond its scope may be considered ultra vires (beyond the powers) of the company and therefore void.
Amendment of MOA:
While the MOA lays down the company's fundamental principles, it is not entirely immutable. It can be amended, but only under specific circumstances and in compliance with legal procedures. Amendments typically require shareholder
Affordable Stationery Printing Services in Jaipur | Navpack n PrintNavpack & Print
Looking for professional printing services in Jaipur? Navpack n Print offers high-quality and affordable stationery printing for all your business needs. Stand out with custom stationery designs and fast turnaround times. Contact us today for a quote!
Affordable Stationery Printing Services in Jaipur | Navpack n Print
What Consumers Really Think: Neurometric Response to Advertisingin iPad® Magazines
1.
2. What Consumers Really Think
Neurometric Response to Advertising
in iPad® Magazines
Betsy Frank Elissa Moses Michael Haggerty
Chief Research & Chief Analytics SVP, US Director,
Insights Officer EmSense Corporation Research & Marketing
Time Inc. Accountability
Universal McCann
4. Background
2010: “The Year of the iPad”
• 15 million sold
• Fastest adopted consumer electronics device
• Defined a new computer category
• Cemented the “App Store” model
• Re-shaped ideals of Digital Design
• And…
5. Background
2010: “The Year of the iPad”
• Ignited a “Publishing Renaissance”
– New optimism around the value of brands
and content
– New opportunities to create a
consumer-driven revenue model
• Created a new advertising medium
– Engaging, immersive, interactive
– Video + Magazines + The Web = A completely
new experience
6. Opportunity
• TIME Magazine was the first to market
• Expectation: A unique user experience
Personal and tactile
+ Extra content
+ Passion for the device
= A new kind of experience
• How would this experience with the device and
the content drive engagement with advertising?
7. Opportunity
Universal McCann approached us with a
partnership idea:
• To explore consumer interaction and
engagement with iPad magazine apps
– What does engagement look like on an iPad magazine ad?
– Can we quantify it, or at least create a framework for
measurement?
– What does this mean for brands, in terms of
communication and creative?
8. Opportunity
UM and Time Inc. selected EmSense to
execute the Study
• Biometrics: A passive, scientific methodology
• Large samples; unobtrusive/comfortable reader
experience
• Goal: Separate the passion for the device from
the reaction to the advertising
10. EmSense Technology
EmSense Enabled™ headsets combine both neuroscience and
other bio-sensory inputs to create a robust model of human
response, without the invasiveness of traditional EEG equipment
11. EmSense Measurements
Survey/
Neuro- Secondary Eye-
One-on-
science Bio-Sensory Tracking
Ones
Heart rate, respiration,
Direct brain measurements Measure eye fixations Detailed survey &
Method through EEG (brainwaves)
blinking, head movement
area and length in-depth interviews
& temperature
Frontal lobe measures: Longer-term measures: • Fixation • Diagnostic questions
• Positive/negative • Engagement • Length of fixation • Detailed explicit
Key emotion response
Measures • Arousal
• Cognition • Subgrouping/
classification
• Direct brain • Additional implicit • Synchronized with • Conscious explicit
measurement measurement EEG to combine perspective
Main • High temporal resolution detailed area of • Feedback on critical
Advantage fixation and brain areas identified by
• Focus on Executive Brain engagement neuroscience
& Decision Making
13. Approach: Multi-Metric
• Mobile Eye Tracking and EmSense EEG Neurometrics
were used to measure Cognitive Engagement and +/-
Emotional Valence over the course of the iPad
user/magazine reader experience
• Survey questions were asked of each
participant after each session to
measure attitudinal responses
and opinions
• Conducted 1-on-1 interviews with
subset for discussion on iPad
magazine apps and ad experience
14. Methodology
• Fieldwork
A total of 180 bio-sensory and survey interviews were conducted in
Chicago and San Francisco between August 16 and September 3, 2010
Market Total Female Male
Chicago 85 45 40
San Francisco 95 40 55
Total 180 85 95
• Study Protocol
– Magazines tested: TIME, Sports Illustrated and People Magazine
– TIME viewed by all respondents, Sports Illustrated by Males and People
Magazine by Female respondents only. Sequential monadic exposure
– Calibration for eye tracking and bio-sensory measures as well as detailed
instructions were provided to each participant at the beginning of each session
– Survey questions followed the behavioral part of the test
18. Bio-Sensory Involvement Map
High
High
Thinking hard Highly
to process or engaged, easily
understand Processing Drawn In processing
Cognitive Response
information information
Not actively
Uninterested Checked thinking
or disengaged Relaxed hard, enjoyable
Out
experience
Low
Low
- +
Negative Emotional Response Positive
20. High Neurometric Ad Response
High
Of 23 ads
tested, only 1
failed to engage
readers on an
Cognitive Response
emotional or
Cognitive Response
cognitive level
How do we
define a positive
experience?
Low
- +
Emotional Response
Emotional Response
21. Propulsion
iPad ad’s ability to propel the reader through the ad
homepage into the deeper-layer interactive elements
22. Drivers of Propulsion
Visual Attention
Accessibility Propulsion
Drawing the reader
through the ad
Emotional Response
23. Interactivity Builds Attention
• Interactive ad features capture readers’ attention longer
• Buttons are a simple component to ensure ads can be easily navigated
Cumulative Time Spent (Seconds Per Ad)
20
17.8
15
11.8
Time Spent
10 9.1
7.1
5.0
5
0
Buttons Web Static Interactive Video
Content Images
25. Buttons Can Hinder Accessibility
Buttons require a high level of consumer involvement (Cognition).
Poor or inconsiderate button design will directly lead to viewer
frustration and disengagement
Cumulative Time Spent (Seconds Per Ad)
20 90
80
Taking people too long 17.8
80
to process buttons 63 70
15 60
56 60
Cognition %
Time Spent
43 50
10 11.8
40
9.1
30
5
7.1
20
5.0
10
0 0
Buttons Web Static Interactive Video
Content Images
27. Korean Air Ad Elements
Home Page/Video Gallery Page
Info Page Additional Gallery
28. Korean Air Heatmap
Attention
• Distinctive colors, minimalistic design, arresting image of woman and bird
• Inviting image of flight attendants on video draw user’s attention
Accessibility
• Launch video arrow clearly invites user to tap and watch
“The Korean Air “I never
ad is the one I considered
remember most… Korean Air
it was interesting before, but the
and somewhat ad made me
dramatic without aware of them
being intrusive…” and it sure made
their service
look nice…”
Percent Noting
<10% 10%-20% 20%-30% 30%-40% 40%+
29. Korean Air Neurometric Map
High
High
Processing Drawn In
Cognitive Response
Checked
Relaxed
Out
Low
Low
- +
Negative Emotional Response Positive
31. Driving Propulsion Generates
Brand Interest
• Propulsion leads to higher time spent with an ad, as well as
additional impressions
• Propulsion spurs Brand Interest – “Look for more information”
45%
Predicted Look for more information
40%
Actual Look for more information
35%
r2 = 81%
30%
25%
20%
15%
10%
5%
0%
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5 Ad 6 Ad 7 Ad 8 Ad 9 Ad 10 Ad 11 Ad 12 Ad 13 Ad 14 Ad 15 Ad 16 Ad 17 Ad 18 Ad 19 Ad 20 Ad 21
32. Key Takeaways
Agencies & Advertisers Publishers & Content Creators
• iPad advertising adds to the • The iPad represents a unique
overall experience user experience
• iPad ads & app content is • Engagement with the
experienced seamlessly with advertising is highly
magazine editorial and is more immersive and multilevel
likely to grab the reader’s
attention and interest • Consumers want (and expect)
every ad to be
• Propulsion represents a brand’s entertaining, interactive and
opportunity to extend the fun
conversation with the reader
• Propulsion generates brand
awareness and brand interest
post-exposure