Advertising Effectiveness - Psychographic Segmentation

Emotion targeting and testing for more effective Advertising and PR

Nicholas C. Steadman | CEOPsychographX, LLC32 Union Square East, Suite 615NNew York, NY 10003

[email protected](646) 509-8963

COPYRIGHT 2013. ALL RIGHTS RESERVED. NOT INTENDED FOR REPRINT OR DISTRIBUTION.

P R O B L E MAffective Computing is Failing:—Failing to Read Viewer Emotion or Attitude

—Failing to Target Ads by Emotion or Attitude

Not happy :( ...and “Mad men” are PISSED!! WTF?! Where is the Emotion

Targeting?!!


Kinect Sensors—Everywhere!

Soon, Kinect-like sensors will be as common in PCs and flatscreens, as

cameras in cellphones today

O P P O R T U N I T Y


TARGET EVERY AD by ATTITUDE

Aggressive or Passive = Increased ROI

ROIs increased by Double Digits

i.e. Billion$

SOLUTION 1: Attitude


Attitude Targeting— Proof of Concept

Dominant viewers liked a

BMW ad—almost 2X as

much—compared with the most Submissive

viewersPROVEN: 99.99%

(99.99% Statistical Certainty; i.e. p < 0.0001)


Attitude Targeting— MVPExample: Attitude Analytics Report

Clients upload their ad, and get access to the Attitude Analytics as soon as the study is

completed.COPYRIGHT 2013. ALL RIGHTS RESERVED. NOT INTENDED FOR REPRINT OR DISTRIBUTION.

Market Size: HUGECombined

TV/Internet Advertising

Market:

$82 Billion

Holy Shit! EVERY AD?!! That’s a HUGE PIE!!!


We pinpoint when the audiences is primed with the same Emotional Desire—the desire

satisfied by the brand:The SCARED...

...want SAFETY

SOLUTION 2: Emotion


SellsWhen the audience already wants it...

...they can be made to REALLY WANT IT!COPYRIGHT 2013. ALL RIGHTS RESERVED. NOT INTENDED FOR REPRINT OR DISTRIBUTION.

World-Class Science Advisors

Howard Moskowitz — Psychophysics AdvisorWorld-famous consumer research psychologist(Featured in NYTimes Magazine, TED talks, Malcolm Gladwell’s Outliers, etc.)

Batool Batalvi — Empathy and Experiment AdvisorAward-winning marketing researcher, strategist-psychologist of the digital consumer psyche COPYRIGHT 2013. ALL RIGHTS RESERVED. NOT INTENDED FOR REPRINT OR DISTRIBUTION.

Founding Team

Nicholas Cooke Steadman — CEO Psychophysiology Geek / Visionary: Background in TCM, clinical psychophysiology / behavioral science -Inventor: Body Language Reader -Inventor: Emotion-Priming Measurement

Assif Versano — CTO Rockstar Israeli Programmer: Quickly builds elegant, robust, and scalable information systems. Made our MVP in a blink! -Experienced: 15 years in IT -Skilled Leader: Excels in leading large teams


Technology

Advertising Effectiveness - Psychographic Segmentation