PI Predictions 2016: Neuroscience Will Drive Emotional Engagement

With a new year comes a new raft of predictions for what might unfold within it. PerformanceIN has been speaking with marketing experts in a number of disciplines to gauge their thoughts on what could make 2016 a groundbreaking year for their space.  In this piece, Owen Hanks, general manager for Europe at Yume, sees a greater use of neuroscience to drive emotional engagement with advertising. Faced with ever-increasing competition, marketers need to delve deeper into what makes content engaging. Throughout the coming year brands will increasingly turn to neuroscience to provide the answers and gain a competitive advantage. To demonstrate why this will happen, we’ll use the situation unfolding in the video ad space as an example. Neuroscience offers key insights into the subconscious influence of video advertising on…

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