At the Advertising Research Foundation (ARF) AUDIENCExSCIENCE 2024 Conference, Playground xyz Chief Scientist Shannon Bosshard and myself from RMT co-presented the results of two studies, a brand lift study and a neuro study. This was methodological research – research on research – to identify opportunities for making advertising attention measurement more predictive of sales. Earlier studies show that eyetracking plus machine learning identify platform effects, enabling filtering out of least-attentive environments. The validations of this general methodology show ad recall and other upper funnel positive effects, but less compelling improvement results at bottom funnel.
Neuro Study: Greatly Improve Attention’s Predictivity of Sales Results by Adding RMT Motivations
![Neuro Study: Greatly Improve Attention’s Predictivity of Sales Results by Adding RMT Motivations](/media/articles/240401_MV_post_cover_image.jpg.550x380_q85_box-31%2C0%2C595%2C392_crop.jpg.webp)