The Next Revolution in Advertising

The next revolution is already happening and it is being brought about by neuroscience AI and empirically driven content codingMarketing science today is wrestling with questions whose answers will become clear in the light of this next revolution because the subjective experience domain will become linked to the physically measurable domainLed by Byron Sharp and Jenni Romaniuk the industry today believes that amp8220Category Entry Pointsamp8221 amp8220CEPsamp8221 account for 100 of the sales effect of advertising and are the ultimate definition of what is relevant to the consumer in advertising The number of CEP associations which consumers have with your brand and your brandamp8217s share of all such associations in the category is your share of amp8220Mental Availabilityamp8221 The latter is defined as the probability that your brand will be considered in a buying choice situation Some say this model might be taken as somewhat preBehavioral Economics in the sense that it appears to assume rational behavior However this validated and practical model has brought clarity across the global marketing field and has earned everyoneamp8217s highest respect including mineCEPs are really a new name for amp8220benefit segmentationamp8221 the reasons why you pick one brand over another tooth whitening or breath freshening or decay prevention and so on These are valid inputs but only cover the conscious mind and are product specific They are driven by factors which exist below the conscious level which are equally if not more important in choice behavior For example the desire for a toothpaste that provides breath freshening might be driven by a desire to find a mate These subconscious neuroscientists today prefer the term amp8220implicitamp8221 factors need to be added into the CEP framework The revolution makes this possibleOne of the top neuroscientists in the world today Karl Friston has put forth a compelling amp8220Active Inferenceamp8221 model of what used to be called the subconsciousNeuroscience has discovered amp8220Value Signalsamp8221 in the brain These are always present in a choice situation Many parts of the brain are involved and a few hundred different VS have been detected which we and Wharton Neuroscience hypothesize could be the physical manifestation of RMT Value Signals formerly known as DriverTags of which there are 265 in the brain This is where the neuroscience and empirically driven content coding come in The AI comes in through the unique RMT Deep Learning Model and use of machine learning ML and through partner Semasioamp8217s semantic AI tracking 700 million consumers globallyThe revolution will show thatValue Signals are what cause Mental AvailabilityValue Signals also increase the probability that a brand will be bought beyond Mental AvailabilityCEPs are a subset of what creates Value SignalsThe remaining potent VS are below the level of conscious awarenessThese new implicit VS actually drive the conscious CEPsWharton Neuroscience and RMT have just announced their partnership which will focus on linking Value Signals with EEG and fMRI and householdpeople level sales In the past the linkages to sales used in marketing science theory development have too often not leveraged hard sales data at the most granular levels and were limited to laboratories The Wharton Neuroscience RMT work will include inhome natural exposure measurement linked to samehouseholdperson sales From this the next revolution will comeThere is good reason to believe that this will work Seven independent studies see summary below show that RMT is highly predictive of the sales effects of advertising and use of RMT resonance metrics in media selection can increase those sales effects significantly Wharton Neuroscience has worked with some of the top advertisers in the world and found four EEG signals that are also highly predictive of sales memory encoding brain attention approach and synchrony Finally Wharton Neuroscience and RMT measures are shown to predict each other as one might expect given that they both predict sales The strength of the next revolution rests upon this foundational workWhen the next revolution has become established this will be the way marketers thinkPosted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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The Next Revolution in Advertising

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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The Next Revolution in Advertising

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Bill Harvey

"About That with Carl Mayer": Involved Media Connected Audience Fall 2024 Report (Episode 5) - By Carl Mayer

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