Archivo de la etiqueta: Forbes
Emotional Engagement: measure and analyze emotional response to all types of media // vía @FastCompany
with Pirates 4 by Innerscope Research
This trailer quickly engages viewers and carries them on a strong emotional journey. The pink biometric trace reflects emotional engagement of the audience as the story unfolds.
Forbes’ Jeff Bercovici speaks with Innerscope’s CEO about the effects of viral content on the human body.
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Rise of Neurocinema: How Hollywood Studios Harness Your Brainwaves to Win Oscars | Fast Company – http://kcy.me/fu21
Neuromarketing practitioners have been criticized for shrouding their work in secrecy and hiding behind client confidentiality while not offering proof of the effectiveness of their science. By tying emotional engagement results to data in the public domain, Marci hopes biometrics and the larger neuroscience field gain more credibility–certainly in the entertainment industry.
While Mullen views neuroscience-based methods as an “exciting new frontier for cinema marketing research,” she voices strong caution on the Innerscope study findings.
“A movie studio may be able to use bio- or neuromarketing research to get the best possible trailer out there for consumer eyeballs, but one cannot ignore the extremely weighty aspects of marketing spend, publicity and promotions upon levels of awareness, interest and buzz. It makes sense that high engagement (high attention along with high emotional connection) by a wide fan base would indeed lend itself to high box office receipts. But high engagement without high marketing spend can cause a box office flop, regardless of how well the trailer plays to audiences. If consumers don’t know about the film, it won’t succeed at the box office. All the variables must be brought to bear in a prediction of this nature.”
Innerscope Research is a revolutionary media research firm that uses a breakthrough, non-invasive biometric approach to measure and analyze emotional response to all types of media. Founded by Dr.Carl Marci and Brian Levine, Innerscope focuses on emotions, the primary driver in consumer and audience choice.
Innerscope utilizes advances in neuroscience, biometrics and proprietary software, combining measures of skin conductivity, heart rate variability, respiratory response, motion and eye tracking to provide deeper insight into consumers’ media and message consumption. This integrated approach measures beyond self report and is unbiased by culture, context and cognition.
According to Innerscope’s emotional engagement research, here’s who gets it right (and wrong).
- Grab the audience early. Don’t let the popcorn distract them. (See: The Avengers, The Amazing Spider-Man.)
- Take them on an emotional journey. The classic hero’s journey storyline works in trailers too. (See: Kung Fu Panda 2, Flight.)
- Hold back some pivotal moments. Leave them wanting to see the movie for the full experience. (See: Super 8,The Dark Knight Rises.)
- Watch out for attention vampires. Use special effects that support the story, not distract from it. (See: Harry Potter and the Deathly Hallows, The Hunger Games.)
- Star power, action sequences, and cool music help, but… great stories with compelling characters are what ultimately drive emotional response. (See: Pirates of the Caribbean: On Stranger Tides.)
Forbes just released its second annual list of America’s Most Promising Companies and technology is an overall theme this year.The world is clearly being dominated by more tech and digital companies. No surprise, then, that the IAB had two members in the top 10, seven in the top 50, and ten in the top 100.
Their list also clearly demonstrates the link between digital, innovation, and the economic contribution of the ad-supported Internet on the U.S. economy – confirming a study which we released last October with the Harvard Business School.
Please join us in congratulating Rocket Fuel (#4), OpenX (#7), AdRoll (#30), ShareThis (#35), Mixpo (#39), Rubicon Project (#40), BlueKai (#50), Bizo (#62), LocalResponse (#67), and Media6Degrees (#71). We’d like to recognize each of them as a testament to the energy of American entrepreneurship and the role that it plays in driving innovation and the U.S. economy forward.
It’s also a wonderful reminder of the impact and leadership our membership has each day. We salute you! See the full Forbes
According to Forbes and CNN, women make up 50% of the population and control 80% of consumer purchasing decisions. More importantly, women now own 30% of all businesses in the United States, and this number is growing. Women directly control over $7 trillion dollars. By the year 2010, it is predicted that women will control private wealth in the amount of $13 trillion. This fantastic growth in income is changing the face of marketing. Women are being targeted. Charles Schwab, Citibank and Merrill Lynch now have marketing aimed specifically at women.
Although married couples lead the way in home buying, the number two-position is held by single women. Women buy homes. Women invest their money. Women take luxury vacations. Women buy investment properties. Ignoring the affluent female customer is a mistake that no seller can afford to make.
The psychology of affluent female customers is different than that of affluent male customers. Now do not interpret that statement to mean anything more than what it says. For ultimately, affluent men and women purchase luxury goods and services for the same reasons, which will be discussed later. What is different between men and women is the way their brains actually function. Newsweek reported that brain-imaging technology has demonstrated definite distinctions between the functioning of male and female brains. Here are some of the distinctions:
- When asked to think about nothing, women think about the word “nothing.” Men think about sex or sports.
– Men are more adept at reading road maps than women.
– Women are more adept at perceiving emotions in people’s faces.
– Women’s brains are more flexible than men’s brains. Which means that women are better at multi-tasking because they are less channeled into one way of thinking than men. Sigue leyendo