MAM

NeuroFocus research highlights importance of context for advertisers

MUMBAI: NeuroFocus, which works in the area of applying neuroscience to consumer insights, has announced the results of a new study that takes a look at consumer engagement on premium websites.


Designed to understand quantitatively how people respond to different online experiences, the research underscores the importance of context for marketers and for optimizing their messages across different types of media. Facebook collaborated with NeuroFocus on the first study in the paper.


To compare a spectrum of premium website experiences, NeuroFocus tested three popular website homepages: the New York Times homepage (representing a hard news and commentary experience), Yahoo‘s non personalised homepage (representing a light news and entertainment experience), and a Facebook News Feed Page (representing a social experience). NeuroFocus‘ three primary Neuro Metrics were then used to analyse consumers‘ subconscious responses to each of these sites: attention, emotional engagement, and memory retention.


Using those same measures, NeuroFocus fielded a second study that examined people‘s responses to the same advertisement but in different environments -on TV, on a corporate website, and on a Facebook brand Page.



The overall key findings:



  • Based on NeuroFocus norms, Yahoo!, The New York Times, and Facebook deliver substantially more engaging experiences than the average website.

  • Consumers respond differently to premium websites oriented toward different purposes. These differences are represented neurologically by different levels of attention, memory, and emotional engagement. For instance, the New York Times scored highest on memory.

  • Similarly, consumers respond differently to the same advertisement presented in a different medium. For example, the ad presented on a Facebook brand pages scored higher on emotional engagement vs. on TV or a corporate website.

NeuroFocus CEO AK Pradeep said, "This study underscores what full brain neurological testing measurements can bring to critical decision making when it comes to allocating advertising campaigns across online experiences. The ability to understand consumers‘ subconscious responses to premium websites brings new understanding on how people engage with online and social media sites."

Latest Reads

http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/wat.jpg?itok=IXRXfgmW
WAT’s Your Big Idea​ 2.0 receives over 240 entries this year

WATConsult, India’s leading and most awarded digital and social media agency, a part of the Dentsu Aegis Network, has received a phenomenal response to their second season of WAT’s Your Big Idea (WYBI). With participation from over 30 educational institutes, WYBI 2.0 has received a total of 240...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/burbon.jpg?itok=4am9uIHN
Bourbon celebrates friendship in new TV commercial

MUMBAI: Britannia has launched a new campaign for one of its oldest and most loved brands, Bourbon. With an aim to refresh the brand, Britannia Bourbon’s latest campaign celebrates the true spirit of life-long best friends.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Timex%20800x800.jpg?itok=YTIcYEQV
Timex, Blink launch smartwatch to help you stay fit

MUMBAI: American brand Timex has launched a smartwatch, Timex Blink in collaboration with Indian start-up Blink and will be launching a TVC informing people about it.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/laban%20800x800_0.jpg?itok=cTUwWY7O
Laban launches first TVC in India

MUMBAI: Laban, the confectionary brand from Norway that came to India early this year has released its first TVC, bringing alive its key properties. The TVC focuses on the mischievously funny Laban-fueled exploits of two kids based purely on their imagination.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Vivek_Bhargava-Rubeena_Singh.jpg?itok=qfTo95Pg
How iProspect's Vivek Bhargava foresaw a digital future two decades ago

One trip to the US in 1997 was all it took for a young man’s entrepreneurial journey to begin. When this man, who was taking global trips on behalf of his family business to sell tablas and sitars, decided to sing a different tune, he was told by his father to pack his bags and get going without...

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/20/Ted_Talks_0.jpg?itok=dC_9ar5q
Star Plus says #DontKillIdeas in first Ted Talks India campaign

MUMBAI: Star Plus and the global digital platform for ideas, TED, have come together to India to create a collaboration never seen before on television.

MAM Media and Advertising Ad Campaigns
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/Vinay_Singhal-Amit_Gupta.jpg?itok=310KaVnH
WittyFeed brings Httpool on board as sales partner

MUMBAI: Httpool has appointed WittyFeed as its partner to monetise the website’s display ad inventories and be its exclusive representative for India.

MAM Marketing MAM
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/voda_0.jpg?itok=88Fe3vhg
Vodafone launches industry’s first end-to-end IoT solution

MUMBAI: The internet has come a long way from connecting only mobile phones and laptops to include smart homes, wearable technology, and smart cities. With the growing recognition for Internet of Things (IoT), the market for IoT in India is poised to reach $9 billion by 2020.

MAM Marketing Brands
http://www.indiantelevision.com/sites/drupal7.indiantelevision.co.in/files/styles/340x340/public/images/tv-images/2017/11/17/delhi.jpg?itok=ts4wb1wL
Virat Kohli & Ola team up against Delhi air pollution

MUMBAI: With Delhi-NCR battling smog and heavy air pollution levels over the past week, Ola has kicked off the fourth leg of its year-long campaign, #FarakPadtaHai. The campaign was launched on 5 June, World Environment Day, to raise awareness about congestion and pollution issues and encourage the...

MAM Marketing MAM

Latest News

Load More

Sign up for our Newsletter

subscribe for latest stories