Content creation is key but not all content is king. Consumer neuroscience as an effective yard stick for highly engaging content.

1. Neuromarke)ng
CTAM
2012
Presented
by
Dr
Shane
G
Moon
President,
Sands
Research
Inc
October
15th
,
2012

2. 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

3. And
a
lot
of
clients….
Mobile specific:

4. 4
Not
all
media
is
effec3ve
STYLE
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. 5
Crea3ve
Media
is
more
Effec3ve
STYLE
FUNCTION
More effective in persuading
behaviour change2
3
Less effective in persuading
behaviour change
1
4

6. 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

7. 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

8. 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. 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

10. 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. 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.

12.
Thank
You.
www.sandsresearch.com
sales@sandsresearch.com
12