The Rewiring Of The Connected Individual

1. CONSUMER
NEUROSCIENCE
THE REWIRING OF THE
CONNECTED INDIVIDUAL
The Connected Marketers Summit
January 24, 2017

2. 2
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EMPATHY

3. 3
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Evolution
of
Technology

4. 4
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ENGAGING IN A
DIGITAL WORLD

5. 5
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The Bar is Higher than Ever

6. 6
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Based on D. Kahneman, Thinking, Fast and Slow 2011

8. UNDERSTANDING ENGAGEMENT IN
A MULTI-PLATFORM WORLD
Using Neuroscience to for Deeper Insights

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OVERALL MEDIA USAGE IS INCREASING
Weekly Time Spent Based on the Total US Population – Based on Qtr 2, P18+
Source: Nielsen Total Audience Report and Audience Insights Analysis
0
7
14
21
28
36
43
50
57
64
72
2002 2005 2010 2015
Tablet
Smartphone
PC
Multimedia
Device
VCR
Game Console
DVD / Blu-Ray
Time-Shifted TV
Live TV
Radio
Hours per Week

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61% 59% 60%
75% 84% 89%
13% 14% 13%
5%
2% 1%26% 27% 27% 20% 14% 10%
0%
20%
40%
60%
80%
100%
P2-11 P12-17 P18-34 P35-49 P50-64 P65+
Both TV, Device
Device Only
TV Only
CONNECTED DEVICES USED DAILY BY 40% OF P2-34
Source: Nielsen NPOWER Reach & frequency reports for dates indicated
TV = HUT/PUT (including time-shifted viewing)
TV-Connected Devices = Videogame Console, Internet-Connected Devices, Audio-Video, DVD Playback, VCR Playback
Mix of TV and Device Usage In Average Day
Apr 27–May 24, 2015

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60% INCREASE IN SWITCHING ‘TWEEN PLATFORMS
0
5
10
15
20
25
30
Natives Immigrants
Average Number of Platform Switches Per Non-Working Hour
AverageNumberofPlatform
SwitchesperHour
60% Increase
27
17

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A BIOMETRIC DAY IN THE LIFE
Time Warner-Innerscope Research study presented at 2012 ARF Conference
Wider spans between switching from
single platform to multiplatform
Digital Immigrant - Isaac Digital Native - Nate
Shorter spans between switching from
single platform to multiplatform

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Ad Channel Change Content
Solo ViewerSolo Viewing
Sample Individual Participants During Natural Viewing Behavior
Council of Research Excellence Report, September 2016
VIEWING BEHAVIOR WITH 2ND SCREEN
Ad, 2nd Screen, Conversation Ad, 2nd Screen Ad, Conversation Ad
Channel Change, 2nd Screen, Conversation Channel Change, 2nd Screen, Channel Change, Conversation, Channel Change
Content 2nd Screen, Conversation Content, 2nd Screen, Content, Conversation Content
Co-Viewing w/ 2nd Screen

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LEAN BACK ENVIRONMENT OF TV & VOD
ENCOURAGES HIGH EMOTION
Range of Emotional Response to Advertising per Platform
Low Range
of Emotion
High Range of
Emotion
LEGEND
0
20
40
60
80
100
Level of Emotional
Response

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DIGITAL PLATFORMS OFFER SIMILAR
OPPORTUNITIES TO ENGAGE WITH ADVERTISING
Range of Emotional Response to Advertising per Platform
Low Range
of Emotion
High Range of
Emotion
LEGEND
0
20
40
60
80
100
Level of Emotional
Response

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VIEWERS STICK WITH ADS ON TV
84% 83%
17% 17%
29%
0%
20%
40%
60%
80%
100%
% Watching a 30 second ad in its entirety

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SCREEN SIZE MATTERS FOR BRANDING
1.02
0.87
0.81 0.81
0
0.1
0.2
0.3
0.4
0.5
0
0.2
0.4
0.6
0.8
1
1.2
TV PC Tablet Smartphone
Fixation Duration (in seconds)
Final Branding Moment Full Screen Logo in Final Branding Tagline in Final Branding
Number of Seconds

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EXAMPLE: SCREEN SIZE MATTERS
Don’t assume you can run the same ad on any device

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EXAMPLE: SCREEN SIZE MATTERS
Don’t assume you can run the same ad on any device

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TV + Digital ROI:
Wide Differences by Category

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MOST COMPREHENSIVE VIEW OF ENGAGEMENT
What consumers
say they think, do
or plan to do.
SELF
REPORT
Overall level of
emotional
engagement, the
most and
least engaging
moments.
CORE
BIOMETRICS
Discrete facially
expressed
emotions, such
as surprise,
confusion, joy
and sadness.
FACIAL
CODING
Pinpoint visual
attention to
content, including
specific areas that
attract the most
and least
attention.
EYE
TRACKING
EEG
Multiple sensors
across key brain
regions to derive key
measures of
emotional
motivation, memory
activation and
attention shifting.

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GREAT CREATIVE GRABS ATTENTION, ENGAGES
EMOTION AND ACTIVATES MEMORY CENTERS
Engage
Message
Brand
Captivate, emotionally engage,
and deliver associations and
brand-relevant imagery
Deliver and/or reinforce relevant
associations and messages
Link imagery and associations
distinctively to your Brand

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THE NEUROSCIENCE OF EMOTIONAL ADS
Top Ads Have Greater Brain Activity in Key Areas Related to Information Processing
Study in partnership with Time Warner Media Lab & Temple University Decision Neuroscience Team
Hippocampus
Amygdala
STG
LPFC
Memory
Formation Emotion
Generation Sensory Integration Reward Evaluation

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PERSONAL RELEVANCE IS KEY
Engaging Ads Also Generate Greater Brain Activity in Area Related to Personal Relevance

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STRONG ENGAGEMENT (AS MEASURED BY EEG) DRIVES POSITIVE ROI*
* EGG metric includes a combination of emotional motivation and memory activation
-16%
-2%
23%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30% % Change in Sales vs. Average Ad
Below Average EEG
Score (6.2)
Average EEG
Score (6.8)
Above Average EEG
Score (7.4)

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NEUROSCIENCE HELPS CRACK THE NUT OF CONSUMERS

27. THANK YOU!