2. For those who don’t know, an online advertising network or ad network is a
company that connects advertisers to web sites that want to host advertisement.
3. Our network will be
based on the next
step in business
intelligence:
predictive analytics
We will understand how
emotions translate into
thoughts and how thoughts
translate into actions.
4. We do this for major
firms, to help them
with marketing and
innovation
Emotions have a significant
impact on purchase
behavior, but marketers find
it difficult to predict what
this impact will be. We will
remove this uncertainty.
5. Ultimately, we are removing the consumer’s mask
We use the latest in EEG (Brain), ECG (Heart) and EMG (Skin) sensors to
transmit emotional data, which we match to actions.
The sensors are attached to the body, via a headband or cap (for EEG) and via
a mobile phone case (for ECG and EMG).
We then monitor the actions people take, like the media they consume and
the products they buy, to match these back to their emotional state.
6. The resulting data
let’s us segment and
target people based
on emotions
If we know that women who
are sad like to watch Bridget
Jones Diary and eat ice
cream, Netflix and Unilever
can serve ads to these
women.
7. The current !
Caleb Aimee Partners
6 years working in digital Former management consultant Academic: Brain
marketing and and Australian Government Pasley, Neuroscientist from the
advertising, for Official, experienced in project University of California, Berkley.
Publicis, WPP and L’Oreal. management and
communications. Commercial: Neurosky, the
Prior experience working “Intel” of EEG and ECG
with, developing and NB: Governments are our chips, and (hopefully)
selling ad networks related number 1 target – they are the Affectiva, a WPP-backed agency
to behavioral targeting. biggest advertisers in the world! who use EMG for media and ad
research.
8. Future additions?
Researcher Developer Electrical Engineer
Analyze the data and Develop an application that Invent and build the actual
extract insights to sell to links the emotion data with items to attach to people (for
our clients. browsing data (for now we will now we are using other peoples
overlay the two elements via tech, but ideally we would
Ultimately segment the time stamping). produce our own).
data into consumer
groups for accurate Develop an ad exchange; a self- Ultimately combine the
campaign targeting service bidding system (for now different chips (EEG, ECG, EMG)
(i.e. Sad Housewives 25- we will sell this data for an to create the ultimate
39 in Madrid). agreed CPM). emotional sensing device.
