The media industry is making greater use of the precepts of neuroscience in creating compelling content for viewers. The ARF has been advocating neuroscience in media research for several years. Now, a partnership between Nielsen Consumer Neuroscience and YuMe, a firm that looks at cross-platform content, is using neuroscience to more efficiently ascertain the power of content across devices. I talked about this with Devin Fallon, Director, Media Insights and Analytics at YuMe and Dr. Brendan Murray, Vice President of Client Services and Neuroscience at Nielsen Consumer Neuroscience, at the recent ARF conference.
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