February 2016

Neuroscience

Here’s how neuroscience can help improve mobile marketing

When Adweek looked at the growth of neuromarketing and its role in the burgeoning mobile space, it featured CTP client Nielsen Consumer Neuroscience. To “understand the effectiveness of display and video ads on smartphones” agencies and brands are turning to companies like Nielsen.

“We’re realizing that as the world gets more cluttered, and there’s more competition for the hearts and minds of audiences, we really need the best tools to measure the whole consumer,” said Dr. Carl Marci, chief neuroscientist at Nielsen Consumer Neuroscience.

Marci, whose consumer neuroscience startup Innerscope Research was acquired by Nielsen last year, said the industry is in a growth phase, with interest coming from the U.S., India and other parts of Asia. A report by Nielsen for the Advertising Research Foundation revealed that branding resonated less with users on smaller screens. The results found that only 29 percent of smartphone users watching 30-second video ads on their devices watched them in their entirety. While it’s greater than the 17 percent who finished on a tablet or laptop, it’s much less than the 84 percent on a TV or the 83 percent on a desktop computer.

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February 2016