While the industry has a long history of measurement solutions based on metrics like recall, recognition, intent and consideration, those solutions do not do a very good job of capturing whether an ad creates an emotional connection with the viewer. That’s where emotions come into play.
A significant part of the world’s advertising dollars is wasted because companies are unable to accurately track campaign resonance and reaction. Neuroscience, the study of the brain and nervous system, can address this age-old need.
Ad spend remains one of the biggest and most strategic resource allocation decisions that the management of any leading consumer marketing company has to make. So the speed of change in the world of media and advertising is creating new uncertainties in the executive suite.