This contributed article by Dr. Carl Marci examines the proliferation of digital devices and its effect on distracted consumers.
At the New York Auto Show, Nielsen highlighted consumer neuroscience as a tool to help optimize advertising prior to launch.
Dr. Carl Marci’s research on heavy digital device users and the ability to make emotional connections with content is featured in finding empathy for financial brands.
Dr. Carl Marci talks about 2017 Super Bowl ads, and how even without a political message may be viewed through a political lens.
Article references Dr. Carl Marci’s New York Times interview, warning that getting too serious during the game where people are looking to be entertained means taking a big risk.
Syndication of the New York Times article that quotes Dr. Carl Marci in reference to political messages within advertising during this year’s Super Bowl.
Scripps study on lifestyle programming, Dr. Carl Marci explains the relationship between emotional responses and long term memory.
Scripps study on lifestyle programming, Dr. Carl Marci explains the relationship between emotional responses and long term memory.
Coca Cola partners with Nielsen to uncover consumers’ non-conscious reactions to the brand’s ads.
The Council for Research Excellence (CRE) today unveiled findings from the second of a two-phased neuroscience-based study designed to better understand how consumers view television programming and advertising in a multi-platform world. The in-home phase of “The Mind of the Viewer” reinforces that networks and brands have opportunities to engage with viewers but that it’s important to understand how different types of distractions compete for viewer attention.
The media industry is making greater use of the precepts of neuroscience in creating compelling content for viewers. The ARF has been advocating neuroscience in media research for several years. Now, a partnership between Nielsen Consumer Neuroscience and YuMe, a firm that looks at cross-platform content, is using neuroscience to more efficiently ascertain the power of content across devices.
The grim story of a man beaten down by the system, from childhood to old age, doesn't sound like the trappings of a winning commercial for a maker of microwaveable burgers. But the spot was an immediate hit for the Rustlers brand when it aired last year in the U.K., thanks in part to a surprising conclusion. When the man, now old and weary, bites into a juicy Rustlers burger, he suddenly becomes joyful and animated. The ad ends with the tagline "What a time to be alive."
One of the big takeaways from 2016 seems to be that we’re still bad at understanding one another. It’s a considerable challenge for marketers, whose livelihoods depend on being able to know and influence others. The usefulness of self-reported market research stops short of a grand theory of buying behavior. Many subjects can’t explain why they responded well to a particular ad, or they can’t articulate their connection.
Political messages were featured within advertising during this year’s Super Bowl, warning that it can be risky to show content that is meant for more than mere enjoyment during the big game.
According to Dr. Carl Marci, the 2017 Super Bowl Ads may have seen a watershed year with the political nature of this year’s ads, shifting to more socially conscious messages among advertisements.
Feature on Nielsen’s neuroscience test with Vince Bond at the Detroit Auto Show, Vince details his experience with Dr. Carl Marci, explaining how the technology works and provides the results of his test.
At the In2Summit in Chicago, Dr. Carl Marci explained how emotional responses drive consumer behavior.
At the In2Summit, Dr. Marci discussed the relationship between emotions and politics, and how thepresidential election influenced this relationship with consumers.
The power of neuroscience technologies on advertising testing is examined, Dr. Carl Marci is quoted saying, “No one technology has a monopoly,” that each neuroscience method is particularly useful for assessing specific reactions.
Dr. Carl Marci is named one of the 25 Marketing Technology Trailblazers, highlighting Video Ad Explorer and its ability to predict in store sales.
Nielsen Consumer Neuroscience study with CRE findings unveiled at ARF, confirm patterns of the earlier study phase, which was conducted in a lab setting -- that the single biggest distraction for television viewers are hand-held devices.
Dr. Carl Marci answers questions live in the ANA forum, covering an introduction to consumer neuroscience, new trends and study findings.
In Singapore, Dr. Carl Marci met with Andrew Davy to talk about measurement, the capabilities of consumer neuroscience and lab expansion in Singapore.
Dr. Jane Leighton, Nielsen’s director of consumer neuroscience, and Alistair Daly, chief marketing officer of On the Beach, describe how they used EEG, facial coding, eye tracking and self-reporting to understand the emotional engagement of consumers with On the Beach’s TV ads.
Neuroscience has helped to validate advertiser’s intuition, like jingles which, when used consistently, can be a powerful tool for developing a unique branding asset, according to Bradley Vines.
Host Catharine Hays talks with Dr. Carl Marci about the evolution of consumer neuroscience, major themes seen by clients today and what trends to expect in the future.
Video features Patty Goldman, VP and research director at the Ad Council talking about how Nielsen Consumer Neuroscience has helped her optimize and make public service announcements more effective.
Article references the March 2017 Council of Research Excellence Nielsen Consumer Neuroscience study - The Mind of a Viewer, which analyzed what viewers were watching when commercials were airing.
As consumers, we have endless choices and options to customize when it comes to just about anything, from our mobile phones, the way we purchase goods, and even with the way we bank. But compared to the dizzying pace of innovation and expansion of options we’ve experienced in other parts of our lives, the air travel experience can sometimes seem… well, commoditized. Why can’t we have the same level of choice and customization in air travel?
A recap of Dr. Marci’s recent presentation at the Digiday Retail Summit in California who spoke on the emotions in retail environments.
How market research contributed to understanding the impact of shared news content on consumers.
Turner tests NCAA advertising and the effect of customized ads and its level of consumer engagement throughout the tournament.
Nielsen Consumer Neuroscience participated in a technology exposition held by the government of Saxony-Anhalt in Germany, where the team presented the benefits of the Fourier One (F1) dry contact wireless EEG headset to German Chancellor Angela Merkel. Our headset recently won the Hugo Junkers award, which is one of the most prestigious technical awards in Germany.
Time Warner and Nielsen announce partnership to study how video content affects the actual hearts and minds of those viewing short-form video and virtual reality.
Turner engages with Nielsen Consumer Neuroscience to understand NCAA advertising and its effect of frequency on brain response.
Dr. Marci is quoted on how the neuroscience field and its application can help to understand advertising on mobile devices.
NPR radio clip examines the development of the consumer neuroscience industry with compelling quotes from Roger Dooley, author of Brainfluence.
What if you could understand how your audience is responding to an ad while they're still watching it? Or whether your packaging is turning people off in the supermarket aisle? It turns out, you can learn all that and much more.
A journalist receives a first-hand demo of consumer neuroscience measurement tools while touring the convention hall at CES wearing an eye tracking device and biometric belt to measure his reaction, noting his surprise that devices accurately picked up on reactions that he had not shared verbally.
Dr. Marci’s byline examines the evolution of neuroscience and the ability of integrated tools to measure emotion on page 30-32.
Dr. Marci discusses how the evolution of neuroscience is allowing smaller and lighter sensors to help lower costs, making it more affordable for studios to measure real-time consumer reaction.
Interview with Rebecca Von Der Heide Ph.D. and former associate Manuel Garcia-Garcia address the ethics of consumer neuroscience and the skepticism with these tools.
Many of this year’s most buzzed about campaigns included celebrities, which is a good way to grab attention, but according to Dr. Carl Marci – it doesn’t always pay off.
Dr. Carl Marci weighs in on the effect of celebrities in advertising, particularly around their use in Super Bowl advertisements.
With Super Bowl 50 on the horizon, Dr. Carl Marci talks about the complexity of what has worked in ads in the past and the delicate balance between entertainment, emotion, and messaging are examined.
Time Warner and Nielsen is a strategic partner for Medialab, the partnership builds on Time Warner Medialab’s existing neuroscience research -- including biometric and eye-tracking technology, enhanced with facial coding, behavioral coding and EEG technology.
Time Warner Inc. announced a three-year strategic partnership with Nielsen for Medialab, a state-of-the-art facility that comprises of leading-edge technologies and research techniques to generate valuable insight into consumer behavior.
Following a conversation with Dr. Carl Marci at Advertising Research Foundation's Re!Think conference, Jack Neff highlights how neuroscience was figured prominently throughout the conference.
Coverage on our participation at ARF Audience Measurement, where Dr. Marci spoke alongside Dave Poltrack, CBS’ CRO, and Leslie Wood, CRO Nielsen Catalina. We revealed results of our major study on consumer neuroscience tools’ ability to predict in-market sales (see press releases below).
TV commercials seen in TV-G rated programming scored 27% higher attention and purchase intent than commercials in programming with TV-14 and TV-MA ratings, a recent study conducted by Nielsen, commissioned by Scripps Network Interactive and cable channel UP TV.
A five-month study between CBS, Nielsen Consumer Neuroscience and Nielsen Catalina Solutions found a meaningful relationship between reaction of consumers displayed in the lab and in market sales.
In addition to releasing recent study results with CBS, Nielsen Consumer Neuroscience has launched Video Ad Explorer, which can provide brand teams with a full picture of their consumers’ thinking and emotional response.
Nielsen Consumer Neuroscience has unveiled Video Ad Explorer, a suite of integrated neuroscience tools designed to test and optimize ad creative. Video Ad Explorer combines electroencephalography (EEG), core biometrics ( which includes skin conductance response and heart rate ), facial coding, eye tracking and self-report.
Nielsen Consumer Neuroscience launches a suite of tools called Video Ad Explorer, which uses a variety of neuroscience technologies to predict in-market consumer sales and behavior.
CBS, Nielsen Consumer Neuroscience and Nielsen Catalina Solutions announce the results of a five-month study at the Advertising Research Foundation's Audience Measurement 2016 conference.
Nielsen Consumer Neuroscience is referenced as a way to stay relevant in a fast-changing media world.
A Q&A with Nielsen Consumer Neuroscience’s Carl Marci discusses the results of a recent study that combined in-market sales from Nielsen Catalina Solutions across 60 consumer package good ads and neuroscience measures to predict outcomes.
The neuromarketing industry is examined, the story features quotes from Dr. Carl Marci and tracking the path to purchase to determine the levels of nonconscious emotional impact.
A syndicated article from OZY looks at the neuromarketing industry and features a quote from Dr. Carl Marci.
Time Warner and Nielsen announce partnership and plans to study how consumers engage with Virtual Reality.
Nielsen Consumer Neuroscience studies Vodophone SuperNet’s “Super Dad” ad and finds it was rooted in emotion and popular.
Carl Marci’s talk at the Digiday Retail Summit examine how tools such as eye tracking and biometrics can help brands identify visual hot spots and blind spots.
Michael Smith discusses the evolution of neuromarketing, the expansion of technologies supporting it and its increasing use as a standard testing tool.
Read mUnruly’s new content testing tool – Unruly EQ, in collaboration with Nielsen Consumer Neuroscience can gauge non-conscious responses.
Research from the Council for Research Excellence (CRE), Time Warner’s Media Lab and Nielsen Consumer Neuroscience examine solo viewing and co-viewing TV ads.
“Mind of the Viewer” study with the Council of Research Excellence aims to understand the nature of watching TV in a co-viewing and second screen distracted environment.
The physiological changes in our brains occur over time and affect the way consumers receive and process marketing messages, according to Nielsen Consumer Neuroscience.
Nielsen is featured as reaching new frontiers, including the launch of Nielsen Consumer Neuroscience.
A Nielsen Consumer Neuroscience study on the relationship between emotional responses to video ads and their sales uplift.
A joint YuMe and Nielsen study found VR to be a powerful tool for creating emotionally engaging brand experiences.
Case study of Nielsen Consumer Neuroscience has helped CNN.com gain a better understanding of how news content impacted advertising in social media environments.
A Nielsen Consumer Neuroscience study is referenced for examining the relationship between emotional responses to video ads and their sales uplift.
Nielsen Consumer Neuroscience releases work with Transpose to better understand how passengers respond to novel in-flight environments.
A study with Nielsen Consumer Neuroscience examines the relationship between emotional responses to video ads and their sales uplift.
In a major study of integrated consumer neuroscience tools, a combination of EEG, biometric and facial coding consumer responses was shown to have extremely high explanatory power of in-market sales - the results focused on measures of ad creative in a collaborative study between CBS, Nielsen Consumer
Neuroscience and Nielsen Catalina Solutions.
Nielsen Consumer Neuroscience announces the launch of Video Ad Explorer, which integrates the most comprehensive suite of neuroscience technologies.
Release announces the Council for Research Excellence (CRE) unveiled a pair of research studies designed to build on the organization's previous work to help answer the question, "What is it to Watch TV?" in today's multi-screen world.
YuMe and Nielsen Consumer Neuroscience released a new neuroscience-informed research report demonstrating how VR presents marketers with potential and challenges.
Ever text on your smartphone while watching YouTube videos on your laptop? Scan a viral cat video from your iPad while perusing Netflix on your Roku? You wouldn't be the first. Few people actually focus on the videos they watch online. That might even be for the best. What would it say about us if we gave our complete attention to cat GIFs on Twitter, Chuck Norris memes on Imgur or dancing babies on Vine?
A new biometric survey shows that traditional TV commercials are four times more engaging than video advertising on Facebook. Boston-based Innerscope Research used biometric monitoring, eye-tracking and traditional survey methods to measure the nonconscious and conscious reactions of 390 consumers ages 18 to 34. Participants were exposed to the same video advertisements across Facebook, TV and digital pre-roll on PC, tablet and smartphone.
With the acquisition of a neuromarketing lab, Nielsen Consumer Neuroscience is paving the way for neuroscience’s place in the advertising industry. Learn how neuromarketing is becoming a must-have tool in this Forbes article.
Did you like that car ad? Sometimes, the best answers to that question aren’t spoken. Instead, they’re lying beneath the surface within a person’s psyche. Now, auto advertisers, who drop billions each year on TV ads, can tap into a person’s subconscious to find out if commercials are resonating emotionally. Triggering a strong emotional reaction is crucial for advertisers because it activates the brain’s memory centers and could be the gateway to a sale.
I often get asked why a Harvard neuropsychiatrist spends so much time talking about emotions and the brain in front of media and marketing research experts. The answer is that we live in an increasingly competitive world, and relying on what consumers tell us is incomplete, and in many cases just plain inaccurate. Brand managers must understand how consumers engage on an emotional level in order to accurately predict whether their advertising or any other media content will truly resonate.
With the help of neuroscience labs, TV networks are using neuroscience research to reach their audiences in new ways. Through physiological data like facial coding and biometrics, scientists can enlighten corporations on how consumers are responding to their content. Read more about the industry's adoption of neuromarketing in this Reuters article.
Neuromarketing continues to rise as an essential function of brand communications. Tapping into a consumer’s subconscious can tell scientists much more about their reaction to an advertisement than words ever could. More on the rise of neuroscience in The Stack.
Facebook and Campbell Soup collaborated to uncover what types of advertising content are most influential on consumers. The verdict: smartphone ads were the most memorable. This Bloomberg piece examines how neuromarketing tools are making it possible to gather this data, through biometrics such as skin conductivity and heart rate.
With Nielsen’s acquisition of Innerscope Research, neuromarketing continues to receive legitimacy and recognition among communications professionals. Marketing Land examines how neuromarketing is becoming a must-have tool in the industry.
FierceCMO announces the acquisition of Innerscope Research by Nielsen. By tracking physiological and emotional responses to advertising and marketing content, neuroscientists can develop greater insights into consumer behavior.
Martech Advisor announces Nielsen’s acquisition of Innerscope Research. Joe Willke, President for Nielsen Consumer Neuroscience, states the partnership will not only optimize communications performance, but create stronger connections between brands and audiences.
By acquiring Innerscope Research, Nielsen continues to assert its place in the neuromarketing world. AdAge affirms the acquisition will lead to further research on issues such as audience retention and consumer social media or television ad content preference.
MediaPost announces Nielsen's acquisition of Boston-based Innerscope. MediaPost states the goal of this partnership is to increase examination of “consumer consumption patterns and the interrelationship between content and media platforms.
Surprisingly, word of mouth continues to be the biggest customer influence in the digital age. And even with the rise of social media, neuromarketers have discovered television ads are the most engaging among millennials. Read more about the reach of digital media in this MediaPost article.
Neuroscientists discovered that Facebook viewers were 2.5 times more likely to look away from video ads compared to television ads. Check out more digital marketing insights in this AdWeek article.
Heart rate, breathing, and sweat were the name of the game during this year’s Super Bowl. Neuroscientists measured participants’ physical and emotional responses to the Big Game’s advertising spots in order to understand the extent of consumer engagement. Read the full article on MIT Technology Review.
Will Funk, Turner Sports' SVP of sponsorship sales, integration and branded programming, discusses how the rise of digital viewing (i.e. Snapchat) is affecting March Madness advertising. Funk sees neuromarketing as an essential aspect of understanding the types of content that keep millennials hooked. Read Funk’s entire interview here.
Instead of spending millions of dollars for a traditional thirty-second spot, some advertisers are using alternative ways to engage with audiences during the Super Bowl. Chevrolet fooled viewers by faking a broadcast disruption before the game. As a result, audience engagement skyrocketed-- according to neuroscientists. Learn more about Chevy’s advertising scare in this Boston Herald article.
Super Bowl commercials have shifted from light-hearted and humorous to heavy, issue- related content. However, some neuroscientists argue that though these ads are capturing attention now, it is only a fad. Learn how the atmosphere of the big game influences America’s most-watched commercials in this Variety article.
The Super Bowl captures two games: the sporting event and the advertising battle. Audience engagement skyrockets to almost 90% during the Big Game. Dr. Carl Marci explains the subconscious reasons behind advertising and how Super Bowl commercials tap into our emotions. Learn more in this Digital Trends piece.
Though CareerBuilder’s “Hey Dummy” spot is recognized as one of the most annoying commercials of all time, it has a soaring engagement rate among viewers. Neuromarketers conducted biometric studies to reveal how consumers’ subconscious responses to this ad actually translated to consistent high emotional engagement. The commercial's success is outlined in this article by Forbes.
The most important day of the year for advertisers, the Super Bowl is a unique event where consumers are actually excited to watch commercials. Whether an ad is notable or notorious, neuromarketers have determined the key ingredients of the most- discussed commercials. Find out more about the science behind Super Bowl advertising in this CBS News roundup.
Super Bowl advertisers are fixated on audience engagement-- regardless of a positive or negative response. CareerBuilder.com’s “Hey Dummy” commercial saw one of the highest engagement rates, though it was universally hated by viewers. Biometric studies reveal the ad’s relevance and annoyance factor held consistent engagement during the entire 1-minute spot. Learn more about the worst Super Bowl ads of all time in this Media Post article.
Research proves that P&G’s natural-themed Old Spice products make men feel “manlier.” Based on data gathered from biometric studies, neuromarketers determined that men who love the outdoors associated these same feelings when using Old Spice’s newest products. Find out more about why guys are digging the Fresher Collection in this Cincinnati Business Journal article.
Puppies took over the Super Bowl commercials this year. “Cuteness” sells for one main reason. Consumers associate fondness with ads that exude positive emotions. When making purchasing decisions, consumers tend to remember brands that made them feel good. Dr. Carl Marci further explains the effectiveness of Anheuser Busch’s “Puppy Love” ad in this Fox News clip.
Emotional factors are the most influential aspect of commercials. During the Super Bowl, one of the biggest advertising events of the year, advertisers must stand out from the crowd. Neuromarketing efforts identify genuine, heartwarming stories as the most successful commercials in this NBC News article.