Neuromarketing for ad engagement in connected TV viewers

Neuroscience is helping advertisers handle free content on TV

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Day: May 11
Time: 2:35PM - 3:50PM

How are advertisers reaching cord-cutters with new targeting and creative tactics throughout emerging platforms like smart TVs and OTT devices? As audience behavior continues to shift towards on demand viewership, in this session we take a deeper dive into the rise of connected TVs with a research-driven approach, focusing on trends and statistics.

Video summary

Neuromarketing is the latest watchword in advertising strategy, as examples of neuromarketing are increasing ad engagement in the connected TV world. Neuromarketing is neuroscience used in advertising, the outcome of research into biometric monitoring of TV viewers. Innovative research companies are able to reach down to platform-level, so that a live campaign can be tracked and measured to tell you whether your show is doing better on Roku or Apple TV or an Android device. With this level of granularity, the neuromarketing research is enabling marketers to do geo-targeting, DMA targeting, and device targeting easily and accurately. In this video, Felix Gomez explains how neuroscientific research works, and shows us an example of neuromarketing increasing ad engagement in a virtual reality study.

Experts in this video

Senior Director, YuMe

Video transcript excerpts

“I can now reach people who are saying ‘I want on-demand video, when I want it, where I want it.’ At home, on the train…”

“It’s a wild, wild west right now on connected TV. Everybody wants to be in this space.”

“So, we want to take you, wrap you up with what we’re doing in the marketplace from a research perspective, and give you a little sneak peek of research that we just released. It’s awesome. I love it. I geek out about it.”

“One thing we’re actually working on with Disney Theatrical is the first-ever comprehensive virtual reality study around content. So, we’re not even there yet to say ‘How does advertising work in VR?’ because again, we want to validate that VR is actually working. So, we’re working with Disney Theatrical on Jungle Book and we’ve deployed a mass research project at CBS Television Studios in Las Vegas.”

“Neuroscience is measuring emotional engagement. Everything that we have been doing from a research perspective has been conscious. ‘Do you like the ad? Sure I like the ad because you gave me $50.’ Whatever. We wanted to take a deeper approach and understand the non-conscious measures. So [we’re] looking at attention, looking at people when they’re looking at ads. Also, looking at how people are feeling. So when we did this research study, we used their biometric monitoring system.”

“The biometrics systems showed in real time people’s engagement to the ad.”

“This is the first iteration that we’ve taken with neuroscience, but we believe this is going to be the future of how we conduct research, due to the fact that we can be more granular. We can understand how people are feeling.”

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