Can neuroscience make your ad creative more effective?

Probably one of the most interesting topics (but one that I venture only the biggest brands will pursue) was whether neuro-scientific methods are good predictors of a commercial’s impact and if adding them to traditional ones can improve the predictive power of sales.

The presenter explained the various types of neuroscience tracking and what they measure.

Eye-tracking – Second by second measure of consumers’ visual attention.

EKG – Electrocardiography (EKG) is a transthoracic interpretation of the electrical activity of the heart over a period of time, as detected by electrodes attached to the surface of the skin and recorded by a device outside to the body. It tracks consumers’ attention as well as arousal.

Skin Conductance Response – Tracks consumers’ arousal, which is one of the two main dimensions of an emotional response. Arousal has been found to be a strong forecaster of attention and memory.

EEG – Electroencephalography (EEG) is the recording of electrical activity along the scalp, tracking consumers’ attention, engagement and memory.

Facial Coding – Tracks emotion valance, including a range of distinct emotions.

fMRI - Functional Magnetic Resonance Imaging (fMRI) provides a real-time window into the activity of human brains, including emotional and cognitive processes and perhaps more importantly, motivation/purchase intent.

While neuroscience probably could make an impact on your advertising creative decisions, it’s probably still too pricy for the majority of brands and agencies. Find out more about this exciting initiative from the ARF here.

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