1. Measuring the Magic of the Movies
Thierry Jourquin

2. Neuroscience & Marketing
“You Can't Manage What You Don't Measure”

3. Emotional campaigns outperform rational, info-based campaigns...
Neuroscience & Marketing
Emotional campaigns outperform rational,
info-based campaigns...
“Emotional advertising campaigns are more
effective & more profitable than rational
campaigns - even in ‘rational’ categories...”
“...The most effective advertisements of all are
Emotional Ad Strategy Combined Rational Ad Strategy
those with little or no rational content”
Campaign strategy
Les Binet & Peter Field
Marketing in the Era of Accountability, 2007
(IPA dataMINE analysis study on 880 case studies).

4. A new paradigm
Customer experience:
• classic: 4 P’s price, product, promotion
and place
• now: creating an emotional connection
with your customers
Emotion
• determines the experience
• influences future loyalty
• influences customer lifetime value.

5. Pre-testing
If anything, traditional pre-testing
actually REDUCES ad
effectiveness
“Cases that reported favourable pre-
testing results actually did
significantly worse in market than
those that did not”
Not Pre-tested Pre-tested
Binet & Field, Marketing in the Era of
Accountability, 2008
Source: Marketing in the Era of Accountability, Binet & Field, 2008.
Analysis from the IPA DataMine effectiveness database.

6. A new paradigm
Measuring emotional engagement is key to
customer understanding.
But …
When you ask someone about an emotion you
change the emotion.

7. 95% of Brain Processing Occurs at the
Unconscious Level
Conscious
Associative
Non
Conscious

8. Decision making involves multiple areas of the brain
Don’t ever get that again
That’s so me Amygdala:
Emotionally conditioned responses
Pick it up!
Medial prefrontal Cortex:
Personality expression Parietal Lobe:
Spatial sense & navigation
People will like me
if I buy this
Gimme more!
Frontal Lobe:
Anticpation of future consequences, socialization Right Ventrai Striatum:
Reward and intense stimuli processing
That one makes
me happy Pretty...
Orbitofrontal cortex: Ocipital Lobe:
Emotive decision making Visual processing
Oh, my favorite brand!
I liked this last time
Temporal Lobe:
Auditory and visual processing, Hippocampus:
perception, comprehension Inhibition, memory and spatial navigation

9. Neuroscience & Marketing
Deloitte predicts that the marketing and advertising
industry will likely have brains on the brain for 2012.
(source Delitte TMT Prediction 2012)

10. Neuroscience Offers New Possibilities in Market Research

11. Neuroscience Offers New Possibilities in Market Research

12. Measuring the Magic of the Movies
Doug Pulick, SVP Strategic Insight and Analytics, NCM Media Networks

13. Measuring Emotional Engagement Via Biometrics
When an emotional response is generated in the emotional centers of our brain, we
experience that emotion in our bodies through the autonomic nervous system.
Skin Conductance Heart Rate Breathing Motion
“My skin tingles with “My heart leaps with joy.” “It takes my breath away.” “It moved me.”
anticipation.”

14. Measuring Emotional Engagement Via Biometrics
Skin Conductance
Biometric Belt

15. NCM Ad Analysis Process
Recruited the Sample Monitored Their Emotional
Audience Biometric Signals Engagement

16. NCM
Wave 1 Case Study:
TV at Home vs.
Theatrical Experience

17. NCM Emotional Engagement Comparison
© Innerscope Research, Inc. 2011

19. NCM Emotional Engagement Comparison
• 31/60 seconds are below neutral engagement for TV, only 2 seconds in cinema.
• Logo placement coincides with neutral engagement on TV, maximum engagement in cinema.
• At the end of the spot, TV engagement dropped 9% from the beginning, cinema increased 32%.
• In real world scenario, TV viewer would most likely change the channel /fast forward when below neutral engagement.
© Innerscope Research, Inc. 2011

20. Performance Metric : Brand Resonance
Brand Resonance = Emotional Affinity
Brand Resonance refers to the unconscious biometric
sample scores read when respondents are shown a
brand logo after exposure to an advertisement.
© Innerscope Research, Inc. 2011

21. NCM Brand Resonance: Cinema vs. TV
*values represented as percentiles against Innerscope database of 1,500+ ads
© Innerscope Research, Inc. 2011

22. Key Findings
Findings from Wave 1: TV at Home vs. Cinema (pre-show)
Cinema (pre-show):
• peak engagement levels corresponding main messaging and
branding moments
• Lift in brand resonance 75% higher than exposure on TV

23. NCM If It’s All About the Venue…
…Let’s test it!

24. NCM
Wave 2 Case Study:
TV at Home vs.
Television Content in the
Movie Theater vs.
Theatrical Experience

25. NCM Engagement Comparisons: HP

29. For Both Program and Ad Content, Viewers
were Emotionally Engaged Significantly
Longer by the Big Screen

30. For Both Program and Ad Content, Viewers
were Emotionally Engaged Significantly
Longer by the Big Screen

32. Key Findings
Findings from Wave 2: TV at Home vs. TV in Cinema
TV in Cinema:
• 3,5 times longer highly engaged while watching ads
• Brand resonance pre-show greater than tv-show in cinema

33. NCM The Emotional Response
“The essential difference
between emotion and
reason is that
emotion leads to action
while reason leads to
conclusions.”
- Donald B. Calne, Neurologist and Author of
Within Reason: Rationality and Human Behavior

34. THANK YOU