如果用最前沿的腦科學(xué)研究工具來評估你的廣告

注解：注解：SuperBowl是指美國超級杯橄欖球大賽，賽事廣告是美國最炙手可熱的，民間有“觀眾們寧愿比賽期間去上廁所，也不愿意錯過一分鐘的廣告時間”的說法，每年廣告主不吝重金，競購SuperBowl廣告時段，即便是蕭條的今年美國NBC電視臺將SuperBowl轉(zhuǎn)播期間30秒的廣告時段最高賣到300萬美元——一個SuperBowl歷史上的新高位，廣告主依舊爭相埋單。TVCM電視廣播廣告ContentsObjectivesoftheStudyMethodsParticipantCompositionNeuroEngagementFactor(NEF)SciencebehindNEFResultsandRankingAnalysisRecommendationsAdvertisingAge研究目的內(nèi)容"Atestsubjecthookeduptoanelectroencephalographymachine.InoneoftheodderbutpotentiallymostrevealinglooksatSuperBow!adstodate,start-upn&uromarketingresearchfirmSandsResearchameasureofengagementwithacommercialthatcloselytiesittorecall."-AdvertisingAge夠尹芻Asgiantretailersreel,matetersgirdforworstRESEARCH方法參與者組成神經(jīng)影響（參與）因子（NEF）NEF背后的科學(xué)結(jié)果與分級分析建議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?在廣告研究領(lǐng)域展示神經(jīng)科學(xué)的應(yīng)用；運(yùn)用神經(jīng)影響因子（NEF）和SandsResearch神經(jīng)媒體分析軟件評估和分級SuperBowlXLIIITVCMs（軟飲料目錄）；提供建議來提高觀看者的被影響程度；方法參與者獨(dú)自在類似客廳的輕松環(huán)境下，坐在舒服的椅子上觀看TVCM；所有的SuperBowlXLIII視頻按照在NBC播放的同樣順序來呈現(xiàn)；觀看之前和之后進(jìn)行問卷；被測者頭戴68導(dǎo)電極帽（電極與頭皮接觸）和輕質(zhì)量的帶有兩個攝像頭的眼動追蹤鏡，一個攝像頭正對被試的眼球，另一個對準(zhǔn)他們觀察對象；方法?人口學(xué)指標(biāo)年齡，教育程度，性別，收入水平，購房情況；是否吸煙；?TVCM特殊數(shù)據(jù)自由回憶和再識別實(shí)時腦成像因為時間限制，TVCM偏好、購買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參與者組成性別：男51.6%,女48.4%年齡范圍：19?55平均年齡：28.9教育水平：高中一12.9%大學(xué)一67.7%研究生一19.4%住房情況：自有住房63.3%租房26.7%不吸煙者：90.3%吸煙者9.7%收入狀況：$30000以下：56%$30000?$7500030.7%$75000以上13.3%SandsResearchNeuroEngagementFactor?(NEF)1[J■ran*TheabovechartrepresentsNeuroEngagementAnalyses.whichSandsResearchhasconductedonhundredsofmVtwgrowingpropoMarydatabaseThewxflhofmebarsaboverepfesem1h?percentageofadswtwcfiactwevedvariousresponselewisThelegendstleftindicatestheNeuroEngagementFactor叫NEF)achievedt>yspeoftcadsNotetheextremelysmaNpercentageofadsthathavescoredastagh(NEF50)astheCoca-ColaadtestedThebukofadstestedhadamedianscoreof2.0.SANDS-iSKAACH?SandsResearch神經(jīng)影響因子（NEF）圖片呈現(xiàn)的是神經(jīng)影響影響分析，SandsResearch對幾百個成長的商業(yè)機(jī)構(gòu)進(jìn)行分析后建立了自主知識產(chǎn)權(quán)的數(shù)據(jù)庫。圖中不同色塊的寬度代表廣告不同影響等級所占的比例，左側(cè)的圖例顯示的是通過一些特殊廣告獲得的神經(jīng)影響因子值（NEF）。注意只有比例很少的部分廣告，如可口可樂通過測試分值能達(dá)到高級（NEF:5），大部分的廣告經(jīng)過測試只有中級的分值2.0.ScienceBehindNEFFoundersofSandsResearchL鬥previouslybuiltthelargestresearchEEGsoftwareand1.equipmentmanufacturerintheworldwithover2,500medicalandresearchfacilitiesusingtheirproducts.2丄■血1SandsResearchhasdesignedanddevelopedRproprietaryEEGrecording"'■equipmentandNeuromedia&softwareforusein|?上羯乂?缶魚打嗔甲tneuromarketingresearch止和>工的町驛童studies.Emotionalengagementcanbemeasuredfromstoryboardto妙看愈TWd、逵馬finalPws,ase-SANDSfiESEARSH.NEF背后的科學(xué)SandsResearch的創(chuàng)辦者之前是世界最大的EEG軟件和設(shè)備生產(chǎn)商，世界上有超過2500個醫(yī)療機(jī)構(gòu)和研究機(jī)構(gòu)正在使用他們的產(chǎn)品。SandsResearch設(shè)計和開發(fā)了具有自主知識產(chǎn)權(quán)的EEG記錄設(shè)備和神經(jīng)媒體Neuromedia軟件用于神經(jīng)營銷學(xué)研究。從呈現(xiàn)故事板直至最終產(chǎn)品的整個階段，參與者的情緒狀態(tài)都能被科學(xué)測量。JustAFewSecondsToEngageThecriticalfirstseconds-theViewer'sfrontallobe(red)whichperformsexecutivefunctionsrelatedtomemoryandplanningcommunicatestotheparietallobe(yellow)thatintegratessensoryinformationwhichinresponsedeterminesthelevelofbrainactivitytobedeployed.SANDSHESEAKH只需要幾秒鐘來影響（吸引，只需幾秒鐘!）（至關(guān)重要的前幾秒?yún)⑴c者大腦中負(fù)責(zé)執(zhí)行功能的額葉（紅色區(qū)域）與表達(dá)記憶及策劃功能的頂葉（黃色區(qū)域）對感覺信息的整合取決于觀看時大腦被激活的水平。）HowEngagedWastheViewer?■Within800millisecondsthelobecommunicationtakesplace.Within4secondstheviewer'sdecisioni$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.

被參與者是如何受影響的？不超過800毫秒，腦業(yè)間已經(jīng)產(chǎn)生了聯(lián)系不超過4秒，參與者對被呈現(xiàn)材料的關(guān)注度及投入度的決策已經(jīng)完成當(dāng)參與者被吸引或情緒波動時，800毫秒峰值及其后4秒決策時窗之后，腦電波的活動信號將穩(wěn)定保持在一個高的狀態(tài)上（持續(xù)的幕函數(shù)？）當(dāng)參與者沒有關(guān)注時，變化將很快發(fā)生。?大腦活性的增強(qiáng)與回憶功能的增強(qiáng)顯著相關(guān)（2008年SuperBowlBudLightBreatheFireTVCM-高NEF分值_高和低NEF分值的廣告對照高等級的廣告——BMW（廣告中的奔跑畫面及音樂誘發(fā)了增強(qiáng)的額葉激活和鏡像神經(jīng)元活動，顯示出了持續(xù)且強(qiáng)烈的大腦反應(yīng)。低等級的廣告——NIKE腦電波緩慢開始，隨著廣告中一個角色與另一個角色的親吻/爭吵的畫面而達(dá)到峰值。但事實(shí)上，在廣告畫面中NIKE的標(biāo)志還未出現(xiàn)之前，參與者的興趣水平就快速的降低并最終消失。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軟飲料廣告的結(jié)果根據(jù)NEF(神經(jīng)影響因子)評級可樂喜(NEF:4.24可樂經(jīng)典——Avatar(NEF:4?08)?百事RefreshAnthem(NEF:3?65)?可樂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回憶——TVCM內(nèi)容(注：從總共73個TVCM中回憶)可樂經(jīng)典Avatar32%可樂七喜18%SOB——LizardLake2D15%可樂ZeroMeanTroy10%百事RefreshAnthem8%百事MAXIamgood4%GatpradeTiger3%百事一七喜級別NEF記憶偏好傾向14.2418%N/AN/A注解：強(qiáng)烈的開始，顳葉及額葉被持續(xù)激活音樂及影像產(chǎn)生反應(yīng)模塊產(chǎn)品出現(xiàn)至最終結(jié)束均投入最大關(guān)注度并達(dá)到最高峰值。CokeClassic—AvatarRankNEFRecallPreferenceIntent■4.0832%N/ANACornments:CGIanimationsprovidepeaksinattention可樂經(jīng)典Avatar級別NEF記憶偏好傾向24.0832%N/AN/ALargestpeakatfirstdisplayofCokebottleGoodattentionendofCMthroughthelogodisplayto注解:以CGI動畫的形式展示注意的峰值變化可樂瓶第一次出現(xiàn)時達(dá)到最大的峰值品牌LOGO出現(xiàn)在CM結(jié)尾處產(chǎn)生有效關(guān)注CokeZero-MeanTroyCokeZero-MeanTroy注解RankNEFRecallPreferenceIntent43.6110%N/AN/ACommentsRightfrontalresponseto"Needanyhelp?"BrandmanagersdecreaseresponseNodearresponsetoproductuntilendofCM級別NEF記憶偏好傾向43.6110%N/AN/A@SANDSRESFARCH右側(cè)額葉對“需要幫助嗎？”做出反應(yīng)品牌經(jīng)理出現(xiàn)時反應(yīng)降低直到CM結(jié)尾處才產(chǎn)生了清晰明確的反應(yīng)百事RefreshAnthemComments:SlowbutstrongbuildLargeresponsestocelebritiesuntilthemiddleofCMAttentiondiesoutmidway,attentionpeakwithproductatendRankNEFRecallPreferenceIntent1■8%N/ANAPepsi-RefreshAnthem級別NEF記憶偏好傾向33.658%N/AN/A緩慢卻強(qiáng)烈的產(chǎn)生自慶祝場景至CM中期產(chǎn)生極大反應(yīng)CM中期注意消失，產(chǎn)品關(guān)注度于結(jié)尾處到達(dá)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級別NEF記憶偏好傾向53.484%N/AN/A注解：?初始反應(yīng)強(qiáng)烈?每次意外發(fā)生時都達(dá)到注意的峰值?結(jié)尾處出現(xiàn)的百事標(biāo)志產(chǎn)生的相關(guān)反應(yīng)較小Sobe-LizardLake級別NEF記憶偏好傾向53.484%N/AN/A注解快速地開始并在整個CM過程中有良好的反應(yīng)顳頁對音樂作出反應(yīng)，額葉在CM開始和結(jié)束時都有反應(yīng)注意在CM的中段開始消失Gatorade-Tiger級別NEF記憶偏好傾向53.484%N/AN/A?Slowstart?NostrongresponsetoproductatendofCM注解：?對運(yùn)動員的面部有強(qiáng)烈反應(yīng)?緩慢的開始?在CM結(jié)束時對產(chǎn)品沒有強(qiáng)烈的反應(yīng)RecommendationsandSummaryofSignificantFindingsNEFtrackswellwithoverallTVCMimpressionsandrecallDynamicNEFchangestrackTVCMcontentSeparationofAttention.EmotiveandCognitive