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CONSUMERNEUROSCIENCE
THEREWIRINGOFTHECONNECTEDINDIVIDUAL
TheConnectedMarketersSummitJanuary24,2017
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2014TheNielsenCompany.Confidentialandproprietary.
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EMPATHY
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2014TheNielsenCompany.Confidentialandproprietary.
EvolutionofTechnology
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2014TheNielsenCompany.Confidentialandproprietary.
ENGAGINGINADIGITALWORLD
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2014TheNielsenCompany.Confidentialandproprietary.
TheBarisHigherthanEver
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2014TheNielsenCompany.Confidentialandproprietary.
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Based on D. Kahneman, Thinking, Fast and Slow 2011
UNDERSTANDINGENGAGEMENTINAMULTI-PLATFORMWORLDUsingNeurosciencetoforDeeperInsights
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2015TheNielsenCompany.Confidentialandproprietary.
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2015TheNielsenCompany.Confidentialandproprietary.
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OVERALLMEDIAUSAGEISINCREASINGWeeklyTimeSpentBasedon theTotalUSPopulation – BasedonQtr2,P18+
Source:NielsenTotalAudienceReportandAudienceInsightsAnalysis
07142128364350576472
2002 2005 2010 2015
Tablet
Smartphone
PC
MultimediaDeviceVCR
GameConsole
DVD/Blu-Ray
Time-ShiftedTV
LiveTV
Radio
HoursperW
eek
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2015TheNielsenCompany.Confidentialandproprietary.
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2015TheNielsenCompany.Confidentialandproprietary.
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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+
BothTV,Device
DeviceOnly
TVOnly
CONNECTEDDEVICESUSEDDAILYBY40%OFP2-34
Source:NielsenNPOWER Reach& frequencyreportsfordatesindicatedTV=HUT/PUT(includingtime-shifted viewing)TV-Connected Devices=VideogameConsole,Internet-Connected Devices,Audio-Video,DVDPlayback,VCRPlayback
MixofTVandDeviceUsageInAverageDayApr27–May24,2015
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2015TheNielsenCompany.Confidentialandproprietary.
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60%INCREASEINSWITCHING‘TWEENPLATFORMS
0
5
10
15
20
25
30
Natives Immigrants
Average Number of Platform Switches Per Non-Working Hour
Aver
age
Num
ber o
f Pla
tform
Sw
itche
s pe
r Hou
r
60%Increase2717
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2015TheNielsenCompany.Confidentialandproprietary.
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ABIOMETRICDAYINTHELIFE
TimeWarner-InnerscopeResearchstudypresentedat2012ARFConference
Widerspansbetweenswitchingfromsingleplatformtomultiplatform
DigitalImmigrant- Isaac DigitalNative- NateShorterspansbetweenswitchingfromsingleplatformtomultiplatform
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2015TheNielsenCompany.Confidentialandproprietary.
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Ad ChannelChange Content
Solo Viewer Solo Viewing
Sample Individual Participants During Natural Viewing Behavior
CouncilofResearchExcellenceReport,September 2016
VIEWINGBEHAVIORWITH2ND SCREEN
Ad,2ndScreen,Conversation Ad,2ndScreen Ad,Conversation Ad
ChannelChange,2ndScreen,Conversation ChannelChange,2ndScreen, ChannelChange,Conversation, ChannelChange
Content2ndScreen,Conversation Content,2ndScreen, Content,Conversation Content
Co-Viewing w/ 2nd Screen
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2015TheNielsenCompany.Confidentialandproprietary.
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LEANBACKENVIRONMENTOFTV&VODENCOURAGESHIGHEMOTION
Range of Emotional Response to Advertising per Platform
Low Range of Emotion
High Range of Emotion
LEGEND
0
20
40
60
80
100
LevelofEmotional
Respon
se
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2015TheNielsenCompany.Confidentialandproprietary.
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DIGITALPLATFORMSOFFERSIMILAROPPORTUNITIESTOENGAGEWITHADVERTISING
Range of Emotional Response to Advertising per Platform
Low Range of Emotion
High Range of Emotion
LEGEND
0
20
40
60
80
100
LevelofEmotional
Respon
se
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2015TheNielsenCompany.Confidentialandproprietary.
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VIEWERSSTICKWITHADSONTV
84% 83%
17% 17% 29%0%
20%
40%
60%
80%
100%
% Watching a 30 second ad in its entirety
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2015TheNielsenCompany.Confidentialandproprietary.
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SCREENSIZEMATTERSFORBRANDING
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
FixationDuration(inseconds)FinalBrandingMomentFullScreen LogoinFinalBranding TaglineinFinalBranding
Num
bero
fSeconds
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pany.Confidential
andproprietary.
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EXAMPLE:SCREENSIZEMATTERSDon’tassumeyoucanrunthesameadonanydevice
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pany.Confidential
andproprietary.
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EXAMPLE:SCREENSIZEMATTERSDon’tassumeyoucanrunthesameadonanydevice
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2014TheNielsenCompany.Confidentialandproprietary.
TV+DigitalROI:WideDifferencesbyCategory
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2015TheNielsenCompany.Confidentialandproprietary.
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MOSTCOMPREHENSIVEVIEWOFENGAGEMENT
Whatconsumerssaythey think,doorplantodo.
SELFREPORT
Overalllevelofemotional
engagement,themostand
leastengagingmoments.
COREBIOMETRICS
Discretefaciallyexpressed
emotions,suchassurprise,confusion,joyandsadness.
FACIALCODING
Pinpointvisualattentionto
content,includingspecificareasthatattractthemost
andleastattention.
EYETRACKING
EEG
Multiplesensorsacrosskeybrain
regionstoderivekeymeasuresofemotional
motivation,memoryactivationand
attentionshifting.
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2015TheNielsenCompany.Confidentialandproprietary.
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GREATCREATIVEGRABSATTENTION,ENGAGESEMOTIONANDACTIVATESMEMORYCENTERS
Engage
Message
Brand
Captivate,emotionally engage,anddeliverassociations andbrand-relevantimagery
Deliverand/orreinforcerelevantassociations andmessages
Linkimageryandassociationsdistinctively toyourBrand
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pany.Confidential
andproprietary.
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THENEUROSCIENCEOFEMOTIONALADSTopAdsHaveGreaterBrainActivityinKeyAreasRelatedtoInformationProcessing
StudyinpartnershipwithTimeWarnerMediaLab&TempleUniversityDecisionNeuroscienceTeam
HippocampusAmygdala STG
LPFC
Memory Formation Emotion
Generation Sensory Integration Reward Evaluation
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pany.Confidential
andproprietary.
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PERSONALRELEVANCEISKEYEngaging AdsAlsoGenerateGreaterBrainActivityinAreaRelatedtoPersonalRelevance
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2015TheNielsenCompany.Confidentialandproprietary.
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STRONGENGAGEMENT(ASMEASUREDBYEEG)DRIVESPOSITIVEROI*
*EGGmetricincludesacombinationofemotionalmotivationandmemoryactivation
-16%
-2%
23%
-20%
-15%
-10%
-5%
0%
5%
10%
15%
20%
25%
30% %ChangeinSalesvs.AverageAd
BelowAverageEEGScore(6.2)
AverageEEGScore(6.8)
AboveAverageEEGScore(7.4)
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2014TheNielsenCompany.Confidentialandproprietary.
NEUROSCIENCEHELPSCRACKTHENUTOFCONSUMERS
THANKYOU!
