Neuro Study: Greatly Improve Attention’s Predictivity of Sales Results by Adding RMT Motivations

The flash results of the FOX Wharton Bill Harvey Consulting BHC neuro study shown at the same ARF conference explain why this is so Three EEG metrics have extremely high predictivity of sales amp8211 Approach Brand Attraction memory encoding and Synchrony all brains have same pattern at same instant while viewing ad All three of these measures take time to form and solidify from 5 to 20 seconds to influence sales behavior change Most digital ad exposure even with the use of amp8220eyetracking norm filtration by platformamp8221 are 12 seconds YouTube 45 seconds Not enough to move the sales needleShannon presented the following slide summarizing the results of the brand lift study As you can see the impact of Facebook and YouTube are much lower on both the Consideration and Purchase Intent metrics than they are on ad recall brand awareness and offer recallAlso although YouTube average attention levels were 34X higher than Facebook the two platforms yielded almost identical outcomes on every measure Shannon concludes that these patterns strongly suggest that filtering based only on attention is an oversimplification and suboptimizing And that the creative and its motivational resonance with the user must have much stronger effects than the platform choice True optimization of sales effect would have to include these two variables as well as attentionThe Playground xyz study also found that each piece of creative has its own number of seconds of attention required to generate brand awareness with most ads containing sweet spots where brand awareness shoots up Most of these sweet spots are more than five seconds into the ad in other words very unlikely to be reached in digitalRMT generally develops a motivational profile for a person or a household by analysis of months of browser or set top box data That was beyond scope in this study and so RMT developed a sketch of a personamp8217s motivations based only on ten or fewer favorite television series Yet even this decimated method predicted the one ad that this first subject was moved by in terms of brain Approach signalsWhat is the reason RMT is able to predict brain and sales responses As validated five times before in terms of sales by Nielsen NCS Simmons Neustar 605 and the ARF Cognition CouncilItamp8217s because AI Machine Learning ML was used to distill the 265 variables that can be content coded as metadata onto ads media content and people out of the over ten thousand psychological words in the English language This was by means of a field experiment with settop box big data and a customized program recommender The output measure being optimized was the conversion rate from a neversaw to a threeoutoffourepisodes loyal viewer of a series With 1562 variables that conversion rate was 23 percent and with the 265 optimal variables it was 18The basic RMT measure is resonance and there are two kindsBetween the ad and the personBetween the ad and the contextThe preferred implementation is to use both together In the Shannon pilot the adperson resonance was used without the adcontext measure and the results would have likely been even stronger if both approaches had been usedPlayground xyz and RMT continue to discuss next steps for expanding this work togetherZooming back although attention has been the focus of the industry for the past few years and attention plays an essential role in the advertising process it is itself caused by motivations see Appendix below We notice and pay attention to stimuli that are relevant to our motivations If one is hoping for a single simple silver bullet RMT would be a better filtering strategy than attention because resonance will cause attention However because there is a amp8220religiousamp8221 ie unsupported by science movement to lower marketing investments while increasing brand growth brands need to use every trick in the trade so we recommend the most sophisticated approach to attention plus RMT resonance which being content coding is the most scalable and affordable predictor of sales effectsAppendixThere is ample scientific proof that motivations cause attention For example in his landmark contribution Attention Dr Wayne Wu uses the word amp8220goalsamp8221 to describe the effect of preexisting motivations on the process of the consumer selecting what to pay attention to amp8220Once there is goaldirected biasing of this sort attention amp8216emergesamp8217 or amp8216is realizedamp8217 in competition when the winner takes all of the spiking resourcesamp8221 Page 60The National Institutes of Health NIH states it this wayamp8220At any point in time adaptive behavior necessitates the selection of the most relevant information at hand Visual attention is a key determinant of the selection of items that will ultimately impact behavior Behavior is also shaped by motivational factors which are often closely tied to reward and punishment A growing body of evidence indicates that attention and motivation are intimately tied Evidence for attentionamp8211motivation interactions is suggested by findings that stimuli carrying motivational significance preferentially engage attention including stimuli with positive emotional valence Anderson 2005 LaBar et al 2001 Mogg et al 1998 2003 Most et al 2007amp8221A March 2014 paper in Frontiers of Psychology amp8220The role of intrinsic motivations in attention allocation and shiftingamp8221 reports that amp8220intrinsic motivations directly affect the allocation of attentional resourcesamp8221Posted at MediaVillage through the Thought Leadership selfpublishing platformClick the social buttons to share this story with colleagues and friendsThe opinions expressed here are the author39s views and do not necessarily represent the views of MediaVillageorgMyersBizNet

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Neuro Study: Greatly Improve Attention’s Predictivity of Sales Results by Adding RMT Motivations

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Neuro Study: Greatly Improve Attention’s Predictivity of Sales Results by Adding RMT Motivations

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