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RampUp Summit Pre-Conference
San Francisco CA, March 2017
LEVERAGING NEUROSCIENCE IN THE AGE OF DISTRACTION
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CONTENTS
1 What is Consumer Neuroscience & Why Care?
2 Viewing in the Age of Distraction
3 Optimizing Creative for Different Screens
4 Creative Matters: Neuro Approach to Video Ads
5 Validation: How Do We Know It Works?
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Based on D. Kahneman, Thinking, Fast and Slow 2011
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Application of neuroscience knowledge and
techniques to market and media research
questions for a deeper understanding of
consumer attitudes and behaviors.
”“CONSUMER NEUROSCIENCE
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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
32 sensors collect data 500 times
every second to fully capture activity across all brain
regions
EEG
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CONSUMER NEUROSCIENCE AT GLOBAL SCALE
BOSTON2015
ATLANTA2011
CHICAGO2013
SAN FRAN.2013 TOKYO
2012
MEXICO CITY2012
SHANGHAI2011
MOSCOW2014
BOGOTA2012
SAO PAULO2014
MUMBAI2014
LONDON2013
Fixed Neuro Labs
Other Testing Markets
HAMBURG2013
SINGAPORE2016
JAKARTA2017
VIEWING IN THE AGE OF DISTRACTION
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ENGAGING THE AGE OF DISTRACTION
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OVERALL MEDIA USAGE IS INCREASINGWeekly 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
M-media Device
VCR
Game Console
DVD / Blu-Ray
Time-Shifted TV
Live TV
Radio
Ho
urs
per
Wee
k
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61% 59% 60%75%
84% 89%
13% 14% 13%
26% 27% 27% 20% 14% 10%
P2-11 P12-17 P18-34 P35-49 P50-64 P65+
Both TV, Device
Device Only
TV Only
Source: Nielsen NPOWER Reach & frequency reports for dates indicatedTV = 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 DayApr 27–May 24, 2015
CONNECTED DEVICES USED DAILY BY 40% OF P2-34
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0
5
10
15
20
25
30
Natives Immigrants
Average Number of Platform Switches Per Non-Working Hour
Ave
rage
Nu
mb
er o
f P
latf
orm
Sw
itch
es p
er H
ou
r
60% increase27
17
Digital Natives Digital Immigrants
60% ASCENT IN SWITCHING BETWEEN PLATFORMS
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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 Viewer Solo 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
OPTIMIZING CREATIVE FOR DIFFERENT SCREENS
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LEAN BACK ENVIRONMENT OF TV & VOD ENVIRONMENTS 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
Leve
l of
Emo
tio
nal
R
esp
on
se
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OPPORTUNITIES TO SKIP PRE-ROLL INFLUENCE TIGHTER RANGE OF EMOTION ON SVOD
0
20
40
60
80
100
Leve
l of
Emo
tio
nal
R
esp
on
se
Range of Emotional Response to Advertising per Platform
Low Range of Emotion
High Range of Emotion
LEGEND
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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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1.02
0.870.81 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
Nu
mb
er o
f Se
con
ds
SCREEN SIZE MATTERS FOR BRANDING
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EXAMPLE: SCREEN SIZE MATTERSDon’t assume you can run the same ad on any device
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EXAMPLE: SCREEN SIZE MATTERSDon’t assume you can run the same ad on any device
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Banner Blindness
BANNER BLINDNESS IS A LEARNED BEHAVIOR, SO…
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USE CONTEXT TO INCREASE ENGAGEMENT
Non-Synergistic Ads Synergistic Ads
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USE PREMIUM CONTEXT (VS. NON-PREMIUM)300x250 IN NON-PREMIUM
1.1 sec
VS
YAHOO LOGIN PAGE6.6 sec
V
S
AdChoices │ Ad Feedback
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USE IN STREAM: MOBILE ADS IN STREAM EARN 3X MORE ATTENTION
Low HighMedium
HEAT MAP
* Time looking at ad: as proportion of the Avg. Article
CREATIVE MATTERS:Going from Good to Great with Video
+
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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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EEG: MEMORY ACTIVATION
EEG: EMOTIONAL MOTIVATIONEEG: ATTENTIONAL
PATTERNS
BIOMETRICS: EMOTIONAL PROCESSING
EYE TRACKING: VISUAL FOCAL POINTS
FACIAL CODING: EMOTIONAL EXPRESSION
KEY DIMENSIONS OF ENGAGEMENT
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STORY VS DEAL STRUCTURE
40
60
80
0 5 10 15 20 25 30
Em
oti
on
al E
ng
ag
em
en
t
Time (in seconds)
Average Engagement of Ads Featuring Story vs. Deal
Story Deal
A peak in engagement at the end links emotional response with the final messaging
Ads featuring deals are 3x more likely to peak in engagement at the beginning of the ad, not the end.
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EMOTIONS AND BRANDING
20
40
60
80
100
0 5 10 15 20 25 30
Sprint
20
40
60
80
100
0 5 10 15 20 25 30
Local Toyota
Em
otio
na
l E
ng
ag
em
en
t
High
Low
Time Time
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“CHEERLEADER” PSA
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“Learn to be a better father”
“A father should always be
involved in their child’s life”
“Spend time with your
kids”
“To be a good, involved and caring dad”
“Being a good father to your
child, having fun and encouraging
them”
“A kid always needs their parent
for support, especially their
dads”
SELF REPORT: VOICE OF THE VIEWER
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0
20
40
60
80
100
00:00 00:05 00:10 00:15 00:20 00:25 00:30
Bio
met
ric
Enga
gem
ent
Time (sec)
Engagement Trace Neutral Engagement
BIOMETRIC ENGAGEMENT TRACE
VO “The smallest moments can have the biggest impact on a child’s life”
CTA “Take time to be a dad today…”
CTA “call or visit fatherhood.gov to learn more…”
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0
5
10
0 5 10 15 20 25 30
EEG Engagement Trace
EEG
Eff
ecti
ven
ess
Time (sec)
CTA “Take time to be a dad today…”
CTA “call or visit fatherhood.gov to learn more…”
VO “The smallest moments can have…”
EEG ENGAGEMENT TRACE
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EEG, BIOMETRICS & FACIAL CODING TOGETHER
0%
10%
20%
30%
40%
50%
60%
70%
80%
90%
100%
20
30
40
50
60
70
80
90
100
0:00 0:05 0:10 0:15 0:20 0:25 0:30
Time (sec)
Positive Negative Surprise Engagement Neutral Engagement
EEG Engagement Trace
Biometric
0
5
10
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EYE TRACKING: HEAT MAP VIDEO
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“Attention Vampires”
DISTRACTING FROM THE BRAND
VALIDATION: HOW DO WE KNOW IT WORKS?
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EXPOSURE DATA4.3MM HH
BUY DATA90 MM HH
• Nielsen Homescan All-Outlet Data
• Client Proprietary Sales Data
• Nielsen Media Data• Set Top Box Data
Exposed
Un-Exposed
HOW DO WE KNOW IF ADVERTISING DROVE SALES?
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9%
27%
62%77%
0%
20%
40%
60%
80%
100%
FAC Biometrics EEG Combined
R-Squared for Neuro Measure to Sales Lift*
* Preliminary analyses
COMBINATION CREATES HIGHEST LEVEL OF PREDICTIOТ
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THE NEUROSCIENCE OF EMOTIONAL ADSTop 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
HippocampusAmygdala
STGLPFC
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THE NEUROSCIENCE OF EMOTIONAL ADSTop 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
HippocampusAmygdala
STGLPFC
Emotion
GenerationSensory Integration
Memory
FormationReward Evaluation
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PERSONAL RELEVANCE IS KEY: PRECUNEUSEngaging Ads Also Generate Greater Brain Activity in Area Related to Personal Relevance
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NEUROSCIENCE HELPS CRACK THE NUT OF CONSUMERS
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THANK YOU!
