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This is Your Brain on Screens: The Movie
Measuring the Magic of the Movies
Doug Pulick, NCM Media Networks
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Today’s Advertising Dilemma
“The irony is that while there have never been more ways to reach consumers, it's never been harder to connect with consumers.”
- Brad Jakeman , President, Global Enjoyment Brands& Chief Creative Officer of PepsiCo
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Feel Do Think
Think Do Feel
The emotional centers of our brain process information prior to cognitive areas.
Old ViewNew
Understanding
Measuring Emotional Engagement
When an emotional response is generated in the emotional centers of our brain, we experience that emotion in our bodies through the autonomic nervous system.
“My skin tingles with anticipation.”
“My heart leaps with joy.”
“It takes my breath away.” “It moved me.”
Skin Conductance
Heart Rate Breathing Motion
Measuring Emotional Engagement Via Biometrics
Biometric
Belt
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Ad Analysis Process
Monitored Their Biometric Reaction to 7
Ads
Recruited the Sample Audience
Emotional Engagement
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0 3 6 9 12 15 18 21 24 27 30 35.5 41.5 47.5 53.5 59.5 65.5 71.5 77.5 83.5 89.5
20
40
60
80
100
TV
Neu-tral
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oti
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Emotional Engagement Comparison Branding Moment. Logo displayed @ :60
Time (seconds)
© Innerscope Research, Inc. 2011
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0 3 6 9 12 15 18 21 24 27 30 35.5 41.5 47.5 53.5 59.5 65.5 71.5 77.5 83.5 89.5
20
40
60
80
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TV
Cin-ema
Neu-tral
Em
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Emotional Engagement Comparison Branding Moment. Logo displayed @ :60
Time (seconds)
• 31/60 seconds are below neutral engagement for TV, only 2 seconds in cinema.
• Logo placement coincides with neutral engagement on TV, maximum engagement in cinema.
• At the end of the spot, TV engagement dropped 9% from the beginning, cinema increased 32%.
© Innerscope Research, Inc. 2011
FirstLook
NCM
9© Innerscope Research, Inc. 2011
Emotional Affinity Plays into Brand Resonance
• Brand Resonance refers to the unconscious
biometric scores from respondents when shown
a brand logo after exposure to an
advertisement.
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Series1
39%50%
39%
71%
Brand Resonance: Cinema vs. TV
*values represented as percentiles against Innerscope database of 1,500+ ads
TV Impact = + 28%
Cinema Impact = + 82%
Cinema Lift vs. TV Lift = + 193%
Retail Ad: TV - Control
Retail Ad: TV Exposed
Retail Ad :FirstLook- Control
Retail Ad:FirstLook – Exposed
© Innerscope Research, Inc. 2011
NCM What’s on the Engagement Horizon?
• Digital Interaction: MNO, CinemaSync• In-Lobby Interaction: iPOPs & Lobby Promotions• In-Theater Interaction: Audience Games
Promote “Physical” Audience Engagement
NCM The Emotional Response
“The essential difference between emotion and reason is that emotion leads to action while reason leads to conclusions.”
- Donald B. Calne, Neurologist and Author of Within Reason: Rationality and Human
Behavior