Measuring the Magic of the Movies

Thierry Jourquin

Neuroscience & Marketing

“You Can't Manage What You Don't Measure”

Emotional campaigns outperform rational, info-based campaigns...

Emotional campaigns outperform rational, info-based campaigns...

“Emotional advertising campaigns are more effective & more profitable than rational campaigns - even in ‘rational’ categories...”

“...The most effective advertisements of all are those with little or no rational content”

Les Binet & Peter FieldMarketing in the Era of Accountability, 2007(IPA dataMINE analysis study on 880 case studies).

Emotional Ad Strategy Combined Rational Ad Strategy

Campaign strategy

Neuroscience & Marketing

Customer experience:• classic: 4 P’s price, product, promotion

and place• now: creating an emotional connection

with your customers

Emotion• determines the experience• influences future loyalty• influences customer lifetime value.

A new paradigm

If anything, traditional pre-testing actually REDUCES ad effectiveness

“Cases that reported favourable pre-testing results actually did significantly worse in market than those that did not”

Binet & Field, Marketing in the Era of Accountability, 2008

Source: Marketing in the Era of Accountability, Binet & Field, 2008.Analysis from the IPA DataMine effectiveness database.

Not Pre-tested Pre-tested

Pre-testing

Measuring emotional engagement is key to customer understanding.

But …

When you ask someone about an emotion you change the emotion.

A new paradigm

ConsciousAssociative

NonConscious

95% of Brain Processing Occurs at the Unconscious Level

Decision making involves multiple areas of the brain

That one makes me happy

Oh, my favorite brand!

People will like me if I buy this

That’s so me

Don’t ever get that again

Pick it up!

Gimme more!

Pretty...

I liked this last time

Orbitofrontal cortex:Emotive decision making

Temporal Lobe:Auditory and visual processing,

perception, comprehension

Frontal Lobe:Anticpation of future consequences, socialization

Medial prefrontal Cortex:Personality expression Parietal Lobe:

Spatial sense & navigation

Amygdala:Emotionally conditioned responses

Right Ventrai Striatum:Reward and intense stimuli processing

Ocipital Lobe:Visual processing

Hippocampus:Inhibition, memory and spatial navigation

Deloitte predicts that the marketing and advertising industry will likely have brains on the brain for 2012.

(source Delitte TMT Prediction 2012)

Neuroscience & Marketing

Neuroscience Offers New Possibilities in Market Research

Neuroscience Offers New Possibilities in Market Research

Measuring the Magic of the Movies

Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Networks

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

Skin Conductance

Measuring Emotional Engagement Via Biometrics

Biometric Belt

NCM Ad Analysis Process

Monitored Their Biometric Signals

Recruited the Sample Audience

Emotional Engagement

NCM

Wave 1 Case Study:

TV at Home vs.Theatrical Experience

NCM

© Innerscope Research, Inc. 2011

Emotional Engagement Comparison

NCM

•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%.

• In real world scenario, TV viewer would most likely change the channel /fast forward when below neutral engagement.

© Innerscope Research, Inc. 2011

Emotional Engagement Comparison

Brand Resonance = Emotional Affinity

© Innerscope Research, Inc. 2011

Performance Metric : Brand Resonance

Brand Resonance refers to the unconscious biometric sample scores read when respondents are shown a brand logo after exposure to an advertisement.

NCMBrand Resonance: Cinema vs. TV

*values represented as percentiles against Innerscope database of 1,500+ ads

© Innerscope Research, Inc. 2011

Key Findings

Findings from Wave 1: TV at Home vs. Cinema (pre-show)

Cinema (pre-show):

• peak engagement levels corresponding main messaging and branding moments

• Lift in brand resonance 75% higher than exposure on TV

NCM If It’s All About the Venue…

…Let’s test it!

NCM

Wave 2 Case Study:

TV at Home vs.Television Content in the Movie Theater vs.Theatrical Experience

NCM Engagement Comparisons: HP

For Both Program and Ad Content, Viewers were Emotionally Engaged SignificantlyLonger by the Big Screen

For Both Program and Ad Content, Viewers were Emotionally Engaged SignificantlyLonger by the Big Screen

Key Findings

Findings from Wave 2: TV at Home vs. TV in Cinema

TV in Cinema:

• 3,5 times longer highly engaged while watching ads

• Brand resonance pre-show greater than tv-show in cinema

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

THANK YOU