如果用最前沿的脑科学研究工具来评估你的广告

注解：注解：SuperBowl是指美国超级杯橄榄球大赛，赛事广告是美国最炙手可热的，民间有“观众们宁愿比赛期间去上厕所，也不愿意错过一分钟的广告时间”的说法，每年广告主不吝重金，竞购SuperBowl广告时段，即便是萧条的今年美国NBC电视台将SuperBowl转播期间30秒的广告时段最高卖到300万美元——一个SuperBowl历史上的新高位，广告主依旧争相埋单。TVCM电视广播广告ContentsObjectivesoftheStudyMethodsParticipantCompositionNeuroEngagementFactor(NEF)SciencebehindNEFResultsandRankingAnalysisRecommendationsAdvertisingAge研究目的内容"Atestsubjecthookeduptoanelectroencephalographymachine.InoneoftheodderbutpotentiallymostrevealinglooksatSuperBow!adstodate,start-upn&uromarketingresearchfirmSandsResearchameasureofengagementwithacommercialthatcloselytiesittorecall."-AdvertisingAge够尹刍Asgiantretailersreel,matetersgirdforworstRESEARCH方法参与者组成神经影响（参与）因子（NEF）NEF背后的科学结果与分级分析建议ObjectivesofStudyDemonstratetheuseofNeuroscienceinAdvertisingResearchEvaluateandRankSuperBowlXLIIITVCMs(SoftDrinkCategory)usingNeuroEngagementFactor(NEF)withSandsResearchNeuromedia™analysissoftwareProvideRecommendationsonImprovingViewerEngagementLevelsMethodsPariicipanisviewedtheTVCMsindividuallymarelaxedhvmgroomtypesettingandsittinginacomfortableloungechair.All2009Super8ow<XLIIITVCMswerepresentedinthesamesequenceaspresentedonNBCPre-andPost-questionnaireswereexecuted-Panicipantswerefittedwitha68channel(etectrodesitesonthescalp)EEGCapand唆hiEyetrackingglasseswithtwocameras.Onedkectedattheparticipantspupriandtheoiherattheirviewingtarget.MethodsGeneraldatacollectedAge,Education,Gender,IncomeLevel,Household,Smokingvs.Non-SmokingPrefereneeTVCMspecificdataFreerecallandrecognitionReal-timeBrainImagingTVCMpreference,intenttopurchase,familiaritywerenotacquiredinthisstudyduetotimeconstraints.*ANt>S'.研究目的•在广告研究领域展示神经科学的应用；运用神经影响因子（NEF）和SandsResearch神经媒体分析软件评估和分级SuperBowlXLIIITVCMs（软饮料目录）；提供建议来提高观看者的被影响程度；方法参与者独自在类似客厅的轻松环境下，坐在舒服的椅子上观看TVCM；所有的SuperBowlXLIII视频按照在NBC播放的同样顺序来呈现；观看之前和之后进行问卷；被测者头戴68导电极帽（电极与头皮接触）和轻质量的带有两个摄像头的眼动追踪镜，一个摄像头正对被试的眼球，另一个对准他们观察对象；方法•人口学指标年龄，教育程度，性别，收入水平，购房情况；是否吸烟；•TVCM特殊数据自由回忆和再识别实时脑成像因为时间限制，TVCM偏好、购买意向及品牌熟悉度未被采集ParticipantCompositionGender：Males51,6%/Females48.4%AgeRange:19-55AverageAge：28.9EducationLevels:HighSchool-12.9%College-67.7%Graduate-19.4%Household:Own-63*3%/Rent-26,7%Non-Smoker90.3%/Smoker-9.7%Income：Under$30,000:56.0%$30,001-$75,000:307%Over$75,000:13.3%SANDSRESEARCHe参与者组成性别：男51.6%,女48.4%年龄范围：19〜55平均年龄：28.9教育水平：高中一12.9%大学一67.7%研究生一19.4%住房情况：自有住房63.3%租房26.7%不吸烟者：90.3%吸烟者9.7%收入状况：$30000以下：56%$30000〜$7500030.7%$75000以上13.3%SandsResearchNeuroEngagementFactor™(NEF)1[J■ran*TheabovechartrepresentsNeuroEngagementAnalyses.whichSandsResearchhasconductedonhundredsofmVtwgrowingpropoMarydatabaseThewxflhofmebarsaboverepfesem1h«percentageofadswtwcfiactwevedvariousresponselewisThelegendstleftindicatestheNeuroEngagementFactor叫NEF)achievedt>yspeoftcadsNotetheextremelysmaNpercentageofadsthathavescoredastagh(NEF50)astheCoca-ColaadtestedThebukofadstestedhadamedianscoreof2.0.SANDS-iSKAACH•SandsResearch神经影响因子（NEF）图片呈现的是神经影响影响分析，SandsResearch对几百个成长的商业机构进行分析后建立了自主知识产权的数据库。图中不同色块的宽度代表广告不同影响等级所占的比例，左侧的图例显示的是通过一些特殊广告获得的神经影响因子值（NEF）。注意只有比例很少的部分广告，如可口可乐通过测试分值能达到高级（NEF:5），大部分的广告经过测试只有中级的分值2.0.ScienceBehindNEFFoundersofSandsResearchL鬥previouslybuiltthelargestresearchEEGsoftwareand1.equipmentmanufacturerintheworldwithover2,500medicalandresearchfacilitiesusingtheirproducts.2丄■血1SandsResearchhasdesignedanddevelopedRproprietaryEEGrecording"'■equipmentandNeuromedia&softwareforusein|•上羯乂•缶鱼打嗔甲tneuromarketingresearch止和>工的町驛童studies.Emotionalengagementcanbemeasuredfromstoryboardto妙看愈TWd、逵马finalPws,ase-SANDSfiESEARSH.NEF背后的科学SandsResearch的创办者之前是世界最大的EEG软件和设备生产商，世界上有超过2500个医疗机构和研究机构正在使用他们的产品。SandsResearch设计和开发了具有自主知识产权的EEG记录设备和神经媒体Neuromedia软件用于神经营销学研究。从呈现故事板直至最终产品的整个阶段，参与者的情绪状态都能被科学测量。JustAFewSecondsToEngageThecriticalfirstseconds-theViewer'sfrontallobe(red)whichperformsexecutivefunctionsrelatedtomemoryandplanningcommunicatestotheparietallobe(yellow)thatintegratessensoryinformationwhichinresponsedeterminesthelevelofbrainactivitytobedeployed.SANDSHESEAKH只需要几秒钟来影响（吸引，只需几秒钟!）（至关重要的前几秒参与者大脑中负责执行功能的额叶（红色区域）与表达记忆及策划功能的顶叶（黄色区域）对感觉信息的整合取决于观看时大脑被激活的水平。）HowEngagedWastheViewer?■Within800millisecondsthelobecommunicationtakesplace.Within4secondstheviewer'sdecisioni$madeonhowmuchengagementtodevotetothematerialpresented.Afterthe800millisecondspikeandfollowup4seconddecisionwindow,thebrainwavesignalactivitywillstayonahighplateau(sustainedpowerfunction)iftheviewerisengagedordeclineorfluctuate,sometimesrapdly.ifviewerisinattentive.Increasedactivitydirectlycorrelatestoincreasedrecall.<2008SuperBowlBudLightBreatheFireTVCM-HighNEFScore)SANDSAHighvs.LowRankingNEFScore鶴蠱■HjI㈱廳*SvT嚎爨9■■11eaIT/—■TheaboveBMWTVCMdemonstratesasustainedresponsethroughoutwithastrongreact!ontotherunningandmusicwithincreasedfrontallobeactivityandactivationofthemotorneurons(mirrorneurons),AhighrankingNEFScore.■ThisNikeTVCMisslowtostartandpeakswhenthecharacterinteractswithanothercharacterinkiss/fightscene.EngagementlevelrapidlydropsandisvirtuallygonebeforepresentationoftheNikelogo.Colorscaleswereincreasedsolelytoseelimitedbrainactivity.LowNEFScore.

被参与者是如何受影响的？不超过800毫秒，脑业间已经产生了联系不超过4秒，参与者对被呈现材料的关注度及投入度的决策已经完成当参与者被吸引或情绪波动时，800毫秒峰值及其后4秒决策时窗之后，脑电波的活动信号将稳定保持在一个高的状态上（持续的幕函数？）当参与者没有关注时，变化将很快发生。•大脑活性的增强与回忆功能的增强显著相关（2008年SuperBowlBudLightBreatheFireTVCM-高NEF分值_高和低NEF分值的广告对照高等级的广告——BMW（广告中的奔跑画面及音乐诱发了增强的额叶激活和镜像神经元活动，显示出了持续且强烈的大脑反应。低等级的广告——NIKE脑电波缓慢开始，随着广告中一个角色与另一个角色的亲吻/争吵的画面而达到峰值。但事实上，在广告画面中NIKE的标志还未出现之前，参与者的兴趣水平就快速的降低并最终消失。ResultsofSoftDrinkCategory

2009SuperBowlXLIIIResultsofSoftDrinkCategory

2009SuperBowlXLIIIRankingbyNeuroEngagementFactorCoke-Heist(NEF:4.24)CokeClassic—Avatar(NEF:4.08)Pepsi-RefreshAnthem(NEF：3,65)CokeZero—MeanTroy(NEF:3.61)PepsiMax-I'mGood(NEF:3.48)Sobe—LizardLake2D(NEF:3-48)Gatorade—Tiger(NEF:2.50)2009SuperBowlXLIII软饮料广告的结果根据NEF(神经影响因子)评级可乐喜(NEF:4.24可乐经典——Avatar(NEF:4・08)•百事RefreshAnthem(NEF:3・65)•可乐ZeroMeanTroy(NEF:3・61)百事MAX——Iamgood(NEF:3.48)SOB——LizardLake2D(NEF:3.48)GatpradeTiger(NEF:2.5)Freerecall-TVCMcontent{Note：RuallTramalolalcrl73TVCUs)匚口fce=AvstarCok-e-HdstSfjbt一LizardLake2DCtik-fZtm■ATKmTn>j"弊卅-RefreshAulhvrnFqpsiMax-Pm(i^nod二Hgtr回忆——TVCM内容(注：从总共73个TVCM中回忆)可乐经典Avatar32%可乐七喜18%SOB——LizardLake2D15%可乐ZeroMeanTroy10%百事RefreshAnthem8%百事MAXIamgood4%GatpradeTiger3%百事一七喜级别NEF记忆偏好倾向14.2418%N/AN/A注解：强烈的开始，颞叶及额叶被持续激活音乐及影像产生反应模块产品出现至最终结束均投入最大关注度并达到最高峰值。CokeClassic—AvatarRankNEFRecallPreferenceIntent■4.0832%N/ANACornments:CGIanimationsprovidepeaksinattention可乐经典Avatar级别NEF记忆偏好倾向24.0832%N/AN/ALargestpeakatfirstdisplayofCokebottleGoodattentionendofCMthroughthelogodisplayto注解:以CGI动画的形式展示注意的峰值变化可乐瓶第一次出现时达到最大的峰值品牌LOGO出现在CM结尾处产生有效关注CokeZero-MeanTroyCokeZero-MeanTroy注解RankNEFRecallPreferenceIntent43.6110%N/AN/ACommentsRightfrontalresponseto"Needanyhelp?"BrandmanagersdecreaseresponseNodearresponsetoproductuntilendofCM级别NEF记忆偏好倾向43.6110%N/AN/A@SANDSRESFARCH右侧额叶对“需要帮助吗？”做出反应品牌经理出现时反应降低直到CM结尾处才产生了清晰明确的反应百事RefreshAnthemComments:SlowbutstrongbuildLargeresponsestocelebritiesuntilthemiddleofCMAttentiondiesoutmidway,attentionpeakwithproductatendRankNEFRecallPreferenceIntent1■8%N/ANAPepsi-RefreshAnthem级别NEF记忆偏好倾向33.658%N/AN/A缓慢却强烈的产生自庆祝场景至CM中期产生极大反应CM中期注意消失，产品关注度于结尾处到达峰值Sft••PepsiMax・I'mGoodRankNEFRecallPreferenceIntent53.484%N-AN/A〔「J"'5StronginitialresponsesAllpeaksinattentionassociatedwithaccidentsRelativelysmallerresponsetoPepsidisplayatCommentsFaststartandgoodresponsethroughoutCMTemporalresponsetomusic,frontalresponsesatbeginningandendofCMAttentionbeginstorecedeaftermiddleofCMSobe-LizardLakeIRankNEFRecallPreferenceIntent■3.4815%N/AN/AGatorade一Tiger•Strongreactiontoathletes*facesRankNEFRecallPreferenceIntent12.503%N/AN，AComments:百事MAX—Iamgood级别NEF记忆偏好倾向53.484%N/AN/A注解：•初始反应强烈•每次意外发生时都达到注意的峰值•结尾处出现的百事标志产生的相关反应较小Sobe-LizardLake级别NEF记忆偏好倾向53.484%N/AN/A注解快速地开始并在整个CM过程中有良好的反应颞页对音乐作出反应，额叶在CM开始和结束时都有反应注意在CM的中段开始消失Gatorade-Tiger级别NEF记忆偏好倾向53.484%N/AN/A•Slowstart•NostrongresponsetoproductatendofCM注解：•对运动员的面部有强烈反应•缓慢的开始•在CM结束时对产品没有强烈的反应RecommendationsandSummaryofSignificantFindingsNEFtrackswellwithoverallTVCMimpressionsandrecallDynamicNEFchangestrackTVCMcontentSeparationofAttention.EmotiveandCognitive