Make the most out of your media investment
Today, audience attention is being severely segmented by increasing number of media platforms. Neuromarketing helps business with cross-screen advertising strategy and maximising media ROI.
- Tracks visual attention and emotional response when using media
- Evaluates features and values of different media platforms
- Produces scientific implications for cross-screen advertising strategy
Media Research: Exposure ≠ Attention
The two characteristics of media behaviour of modern audience: one, using multiple media platforms at the same time; two, frequent switching of attention among screens. Therefore, exposure on the media does not guarantee that the advertising message and the product reach the audience.
Eye-tracking enables us to record viewers’ track of browsing and length of focus on the media. This allows objective and scientific evaluation of actual advertising reach.