Evaluating Super Bowl Advertisements Using Neuroscience Techniques
In a recent webinar, a collaboration between agencies and knowledge partners versed in neuromarketing showcased their competitive edge. The speakers, Dr. Christophe Morin, the Founder and CEO of SalesBrain, and Elliott Dennis, the VP of Sales & Marketing at KERN Agency, discussed their innovative approach to marketing.
Dr. Morin, a Professor of Media Psychology at Fielding Graduate University, holds an MA and a PhD in the same field. He has trained over 150,000 executives in 40+ countries, including regions such as Africa, Latin America and the Caribbean, Asia and the Pacific, and Sub-Saharan Africa. His expertise in ad testing is evident in his work, which has helped increase the sales and efficiency of billions of dollars of marketing spend.
Dr. Morin's company, SalesBrain, uses cutting-edge techniques to test ad effectiveness. They employ eye tracking and physiological measures of emotional engagement to gather data. The webinar showcased the software they use to drive insights from these neuromarketing techniques.
Elliott Dennis, a frontrunner in neuromarketing, emphasised the value of pairing creativity with neuroscience for maximum return on investment on ad creative. The KERN Agency understands the importance of this approach, as demonstrated by their work in the webinar.
The webinar offered a solid use case for using neuroscience for ad testing. Both Dr. Morin and Elliott Dennis showcased how they bring science to marketing by testing the effectiveness of high-stakes ads. Their combined expertise offers a compelling argument for the future of marketing, where data-driven insights and creative flair work hand in hand.
In conclusion, the collaboration between Dr. Christophe Morin, Elliott Dennis, and other neuromarketing experts offers a competitive edge in the advertising industry. By using eye tracking, physiological measures, and data analysis software, they are revolutionising the way ads are tested and optimised. The future of marketing looks bright with such innovative minds at the forefront.
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