Neuroscience: decoding the appeal of digital ads

The era of neuromarketing has arrived, but what does the fusion of neurological exploration and marketing mean, asks Michael Hudes Are you watching that advert or is that advert watching you? Imagine if brands were able to observe consumers’ reactions to digital advertising instantly, rather than waiting for clicks, social shares or brand mentions to measure impact. It may sound futuristic, but assessing real-time reactions is the next frontier of digital marketing – decoding neurological processes to understand advertising appeal. Specialists in eye tracking are already cropping up in the UK and US, promising to map the consumer’s gaze to identify the most enticing elements of visual content. Electroencephalogram (EEG) machines are serving a new purpose in Germany as brain activity is tracked to monitor engagement with marketing material. Global…

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