The 11th Consumer Neuroscience Satellite Symposium held at NOVA SBE brought together leading experts in the field to discuss advancements in understanding consumer behavior and media impact. Mediaprobe was invited to showcase its groundbreaking approach using biometrics through GSR as a measure of impression quality for media content.
The Importance of Emotional Engagement
Mediaprobe is at the forefront of emotional engagement measurement, using galvanic skin response (GSR) to assess the emotional impact of media and advertising. This scalable physiological measurement solution allows us to capture real-time viewer reactions, providing invaluable insights into how audiences engage with content.
Key Findings Presented
During the symposium, our team presented several compelling insights derived from our research:
- Contextual Influence: The emotional engagement with surrounding content significantly affects how viewers respond to advertisements.
- Predictive Power: Emotional engagement serves as a reliable predictor of ad recall, reinforcing its importance in advertising strategy.
- Optimizing Ad Placement: Our findings indicate that shorter, strategically placed ad breaks lead to improved audience engagement and higher recall rates.
Case Study: Redefining Pod Structure in Portugal
One of the highlights of our presentation was a case study demonstrating how we helped redefine ad pod structures in Portugal. By measuring emotional reactions during exposure to the media content, and leveraging our technology, we proved that shorter ad breaks enhance both content and advertising impact:
- Increased Recall: Our optimized structure resulted in a 53% increase in average unaided ad recall and a 72% increase in sponsor recall.
- Enhanced Engagement: Viewers showed a 16% higher emotional response during strategically placed ads compared to traditional longer breaks.
Real-World Applications
Our emotional engagement metrics are transforming advertising strategies across various use cases:
- Benchmarking Tentpole Programming: Helping networks showcase the power of premium content
- Ad and Pod Positioning: Optimizing ad placement for maximum impact
- Understanding Strategic Audiences: Tailoring content and ads to specific viewer segments
Looking Ahead
As we continue to innovate in emotional engagement measurement, we aim to set new industry standards that not only quantify viewer interaction but also enhance advertising effectiveness.
Pedro Moreira, Mediaprobe’s CSO shared his insights on the Symposium:
“The 11th Consumer Neuroscience Satellite Symposium provided an excellent platform for us to engage in thoughtful discussions around the translational research we’ve been developing in partnership with different academic partners. One focus of these discussions was the release of Mediaprobe’s proprietary dataset of emotional engagement to the public – which we believe will contribute significantly to open science and to foster further innovation in consumer neuroscience. We also discussed our pioneering work in identifying psychophysiological predictors of risky decision-making, an area that holds great potential for understanding consumer behaviour in high-stakes environments.
This symposium not only allowed us to showcase our achievements but also reinforced the importance of collaboration between Mediaprobe and foundational research. With the ongoing challenge of continuously validating and improving our models, we remain committed to pushing the boundaries of research excellence. Overall, this event was an important milestone in strengthening Mediaprobe’s relationship with academia, which continues to guide our pursuit of cutting-edge research and drives our daily excellence.”
The insights shared at the symposium are just the beginning; we invite advertisers and content creators to join us as we explore new frontiers in media measurement.
Stay tuned for more updates as Mediaprobe leads the way in transforming how we understand and measure emotional engagement in media content and advertising.
