Advertising Has Gone Neuro!

 Virginia Brooks

Skeptics have been skeptical. However, following a massive amount of supporting publicity, “Neuromarketing” is finally getting its due. In case you haven’t heard, Neuro is a surefire way of predicting whether or not your TV commercials are having a positive effect on sales.

At a recent conference, Samsung and the firm Neuro-Insight explained to a group of marketing researchers how they analyzed distinctive brain activity of both iPhone and Samsung users to create effective television commercials that would specifically appeal to Apple fans. It was also revealed that in a study of 110 TV commercials biometric research is much better at predicting sales results than traditional survey-based copy testing.

It looks like Nielson is on board as well. A new deal with the ubiquitous ratings firm will bring full neuroscience capability to the CBS Television City research facility in Las Vegas. The idea is to generate substantial validation in correlating neuro research with “real-world sales.” Initial results indicate that nuero pre-testing is highly correlated with a client’s actual Return On Investment (ROI).

Since the ‘90s neuromarketing has intrigued marketers who realized that what readers, viewers or listeners say about an ad message isn’t how they necessarily think or feel about it. The brain, however, is a complex and mysterious instrument but as validation and research techniques become more sophisticated and accurate, skepticism is waning and interest is taking hold. 

So, at last it looks like marketers have found an almost foolproof way to measure and justify their investment in marketing products and services. Or have they? And what does this trend portend for the future of brands and the creative that will support and establish a memorable and respected presence in the marketplace? All good questions for consumers and the advertising community, so stay tuned.

With Neuromarketing on the rise, chances are we’ll be predicting the future in the not-to-distant future.