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Content creation is key but not all content is king. Consumer neuroscience as an effective yard stick for highly engaging content.
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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:
4
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
9
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
10
EVS or Emo3onal Valence
Reading The Data Neuromedia Analysis Movies
11
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.