Nielsen's Dr. Carl Marci on How Indifference Kills Advertising

Charlene Weisler Carl tell us about your recent study combining single source sales data with neuroscienceDr Carl Marci This was a groundbreaking study where we combined inmarket sales from single source data from Nielsen Catalina Solutionsamp160across 60amp160consumer package goods ads and then looked at the ability of different neuroscience measures including facial coding biometrics and EEG electroencephalogram to predict those outcomesCharlene What brought about this studyCarl Leslie Wood Chief Research Officer at Nielsen Catalina Solutions and I worked together in Las Vegas at the CBS Television City testing facility and she said they were really excited because with their dataamp160they were close to a pure measure of the creative amp160meaning they could control for the targeting the media weight and theamp160timing of theamp160advertising and really isolate just the impact of the creativeamp160itself without those other variables amp160We thought thatamp160was fantastic We have a great measure on creative so what if we put the two together CBS Corporation Chief Research Officer and President of CBS VISION David Poltrack said that he would be very interested in that and provided the funding It was a great meeting of the mindsCharlene What are some of the components of creative measurementCarlamp160 If you think about traditional copy testing using surveys particularly online there are three dimensions Do you remember it do you like it will you buy itamp160If you think about the neuroscience measures there are three nonconscious dimensions amp160attention emotion and memory The tools that we put together in this study allow us to measure passively without asking any questions as viewers experience the ad We can measure each of those dimensions second by second And then we put all of those metrics that we derive from that measurement into a statistical model and see if they relate to salesCharlene Which neuroscience technique measures which nonconscious dimensionCarl EEG is the most complex We are using 32 sensors coming off of the brains of consumers and from those sensors we can derive each of those three measures amp160Aamp160measure of attentional processes emotional motivation and then memory activation With the biometrics we can get to another dimension of emotion which is the emotional intensity and then with facial coding we can get at a third dimension of emotion which is does someone like it Do they smile do they frown or do they look surprisedamp160If you think about emotion and all of its complexities we are able to capture three of the most important components How much energy is in it Is it something I want to approach or avoid Or is this something I like or dislikeCharlene Are you able to parse out those expressions where someone may have a negative expression but isamp160highly engaged Carl A negative response is not a bad thing A commercial about a headache remedy could elicit a concerned look on the face of the viewer that registered negative but in fact they are heavily engaged What we are finding is that indifference is what kills advertising Getting any response is better than no response What we have found in the research is that a negative emotion did not have a negative effect on salesCharlene What is the correlation to salesCarl We found high measures of correlation amp160around 10 for facial coding around 30 for biometrics around 60 for EEG and when they are combined it goes up to 77 The whole is greater than the sum of its parts And it also gives us great explanatory abilities when we are looking at secondbysecond ad creativeThe opinions and points of view expressed in this commentary are exclusively the views of the author and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Nielsen's Dr. Carl Marci on How Indifference Kills Advertising

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Charlene Weisler

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Nielsen's Dr. Carl Marci on How Indifference Kills Advertising

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Charlene Weisler

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