SAMSUNG

Samsung

Project Description

RESEARCH WORK OF NEUROFORMED CONSULTING WITH SAMSUNG
Neuroformed consulting figured prominently throughout the conference, where it was embraced openly by big brand marketers and media executives who spoke of applying it not just to theoretical projects but for immediate tasks.Neuro-Insight, which uses a process called steady-state topography to measure brain activity, was particularly busy. In addition to the research with Samsung, it joined Facebook in reporting brain activity that suggests campaigns combining TV and Facebook encode memories in people’s brains better than those using either medium alone.Mars, the marketer of brands from M&M’s to Iams, based its study of those 110 TV ads on facial response and eye tracking from MediaScience. Laurent Larguinat, director-consumer market insights at Mars, said biometrics predicted real sales results of TV ads 78% of the time, compared with 58% success for survey-based testing.In a separate presentation, ESPN used MediaScience eye tracking to help make the case that marketers should consider a mobile ad “viewable” by consumers if it appears partly in view for just a half second, as opposed to the one or two seconds required by the Media Rating Council. MediaScience found that people generally fix their eyes on mobile ads faster than desktop ads, ESPN said. (That’s yet to sway the MRC, which subsequently proposed matching time standards for mobile and desktop.)

Project Details

Tags: NEUROFORMED CONTENT

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