Nielsen and YuMe Bridge the World of Neuroscience and Content

Charlene Weisler What are some of the key takeaways of your collaborationBrendan Murray One of the key takeaways we found was that from a nonconscious perspective emerging technologies like virtual reality and 360 video really have the opportunity to engage consumers and get them interested and involved in the content that is being presented We do find though that there is this balance or interplay that content creators brands and advertisers need to keep in mind between giving people the ability to freely explore their environment to have that freedom that we know to be engaging and balancing that with the flow of the story that is trying to be communicated How do you let people explore their environment but also still track whatever the story is or whatever the messaging is that you are trying to get across What are some of the ways that content creators and advertisers can actually do thatWeisler I believe that your recent work involved three different sets of videosDevin Fallon Yes It was very important for us to get a range of very different types of content So we were very fortunate in the partners that we were able to work withWe had a movie promo that was putting the viewer into one of the characters from the movie and putting them in the middle of a menacing conversation between the hero and the villain There was a nice experiential element to it in addition to the narrative a real space to explore that could take advantage of the 360 experienceWe had a helicopter flyover of the Vegas strip that was so purely an experiential amp8211 no narrative no voice over amp8211 just allowing people to feel the sensation of hanging out of a helicopter a couple of hundred feet above the Vegas strip and take all of that inLastly we had a little bit of narrative and a little bit of experiential amp160a bartender giving a demonstration of how to create absinthe That was interesting for us because there was not a lot to engage with in physical space in terms of looking around the restaurant But there is something about that immersive feeling of that VR content that helped pull people into the contentWeisler How would you suggest that advertisers take advantage of the different types of content and the different types of engagementMurray One of the things we mentioned before was having the ability to freely explore the environment is very engaging for people But as a content creator you have to still figure out how to tell your story So one of the ways we found to be very effective is using audio as what we are calling the quotnew directorquot You as the creator are no longer directing the experience Whoever picks up the headset or picks up the tablet they are now in control of what they see Audio can be a very powerful way to get people to notice those cues that you really want to make sure that they actually do catch whether it is characters that are introducing themselves or whether you are a brand or an advertiser and you are trying to get people to notice a particular product Using audio language or verbal mentions can be a very powerful way of doing that then also using visuals as well using neuroscience learnings such as eyetracking We know that people are drawn to faces amp160People are drawn to movement So you don39t have to do something like put up a big flashing arrow to say quotlook over herequot You can use the environment in ways that still giveamp160people the feeling of their being in control but also guide them through the experienceClick the social buttons above or below to share this story with your friends and colleaguesThe opinions and points of view expressed in this article are exclusively the views of the author andor subjects and do not necessarily represent the views of MediaVillagecomMyersBizNet Inc management or associated bloggers

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Nielsen and YuMe Bridge the World of Neuroscience and Content

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Charlene Weisler

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Nielsen and YuMe Bridge the World of Neuroscience and Content

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Charlene Weisler

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