Creating Effective Content

Neuromarke)ng  CTAM  2012  

Presented  by  Dr  Shane  G  Moon  President,  Sands  Research  Inc  

 October  15th  ,  2012    

This  is  funny  –  but  its  not  neuromarke3ng  

But  we  do  help  clients  to  understand  the  indescribable  

See the ad at: http://www.youtube.com/watch?v=NagpXS95L9Y

And  a  lot  of  clients….  

Mobile specific:

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Not  all  media  is  effec3ve  ST

YLE

FUNCTION

TOLD CREATIVELY WITH EXPLICIT

MESSAGES

2   3  

TOLD CREATIVELY WITH IMPLICIT

MESSAGES

TOLD STRAIGHT WITH EXPLICIT

MESSAGES

1  

TOLD STRAIGHT WITH IMPLICIT MESSAGING

4  

5  

Crea3ve  Media  is  more  Effec3ve  ST

YLE

FUNCTION

More effective in persuading behaviour change 2   3  

Less effective in persuading behaviour change

1   4  

6  

Drivers  of  Media  Effec3veness  Piecing   together   an   effec)ve   media   is   a   complex   ques)on   given   the   large  variability  in  style  and  func)on  –  ‘the  perfect’  formula  is  the  ul)mate  prize  and  each  of  these  factors  are  cri)cally  important.      

1.  Faces

2.  Story lines

3.  Voice Overs

4.  Imagery – backgrounds & symbols

5.  Product Shots

6.  Length of stimulus

7.  Music & Jingles

Measuring  the  Brain    Using  our  EEG,    we  quan3fy:  

§ Overall  Engagement  § Emo3onal  Valence  § Cogni3on  § ANen3on  § Auditory  § Visual    § Motor    § Memory/Recogni3on  

Time  locked  with  eye  tracking,  these  metrics  reveal  non-­‐verbal  data  on  how  a  sample  group  is  processing  the  media  or  the  retail  environment,  moment-­‐by-­‐moment.    

    Why  These  Measures  are  Important  

EEG Cap 68

electrodes

Eye Tracking Camera

Engagement  (NES)  

A measure of how much the entire brain “lights up”

TM  

For example: •  The first peak (8/10 of a second) can tell us if the ad grabs attention

immediately •  The middle tells us if there is sustained engagement •  The end shows the effect of the branding scene and brand associations

What NES looks like

Event Begins Event Ends

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End  of  Media  Start  of  Media  

Posi)ve    Neutral    Nega)ve  

+  

_

Emo3onal  Valence  Score        (EVS)  TM  

1.  A neuro-scientific discovery regarding the behavioural activation and inhibition brain systems – do we decide to approach, withdraw or do nothing

2.  Largely responsible for driving the behavioural outcomes of our decisions

3.  Has differing implications across packaging, TV/ Video & shopper contexts

The  Neuromedia  movies  display  the  s3mulus  with  eye-­‐tracking  heat  map  in  the  upper  leW,  NES  score  with  the  overall  engagement  and  EVS  with  the  Emo3onal  Valence  below,  and  the  real  3me  neural  ac3vity  map  on  the  right.  These  movies  allow  researchers  to  play  and  pause  the  s3mulus  at  any  point  to  gain  insight  into  what  scenes  are  crea3ng  certain  types  of  engagement,  and  to  what  degree.    

Real-­‐3me  neurological  ac3vity  NES  or  Overall  

Engagement  

Target  Media  w/  Eye-­‐tracking  Overlay  

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EVS  or    Emo3onal  Valence    

Reading  The  Data  Neuromedia  Analysis  Movies  

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What  Success  Looks  Like  

“If we had relied on traditional testing for VW's ‘The Force’ ad we may have not run it. Your neuro engagement score proved we were sitting on gold.”

Astounding Metrics: •  44 million views on YouTube, •  a reported 6.8 billion impressions

worldwide, •  more than $100 million in earned

media.

Thank  You.    

www.sandsresearch.com  sales@sandsresearch.com  

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