The formulation for interactive marketing includes personalized data collection, content creation utilizing immersive multimedia, and targeting across platforms and applications. Part of the ad industry’s quest to perfect engagement as a metric includes incorporating advances in neuroscience. So it’s not surprising that the folks that give us the TV ratings (and more), is making moves to utilize brain research. Here’s an excerpt from Katy Bachman’s Adweek article [Feb. 7, 2007].
“… Nielsen Co.’s announcement today that it has made a strategic investment in NeuroFocus, a firm that specializes in applying brainwave research to advertising, programming and messaging…
The two companies will work together to develop new forms of measurement and metrics based on the latest advances in neurosciences…
“This alliance will enable us to gather truly unique insights about consumers’ attitudes and behavior about which they themselves may not even be fully aware and will complement our other measures of consumer behavior,” said Susan Whiting, evp at Nielsen.
Initially, the alliance will focus on bringing to market new science-based products, services and metrics to clients in consumer packaged goods, television, film and emerging media. Nielsen also intends to use NeuroFocus’ techniques, as part of Nielsen’s Digital Labs research centers, to better understand consumer engagement.”
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More about NeuroFocus from its website:
“NeuroFocus, Inc. is an innovative company applying the latest advances in neuroscience to the world of advertising and messaging. Leveraging a rapidly growing body of research and insights into how the human brain processes stimuli like ads, messages, and products, we are able to track millisecond-by-millisecond brain responses to messaging.
Our breakthrough techniques utilize advances in measuring attention challenges, emotional engagement, and memory/retention to measure the effectiveness of advertising. Our measurements are precise, unambiguous, and repeatable.”
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