Applying neuroscience techniques to improve ad creative

Emily Barley

Summarises a webinar hosted by Nielsen, which presents a series of six advertising case studies – all improved by neuroscience techniques.

Neuroscience can help you make better ads. That was the message from Dr. Carl Marci, EVP & chief neuroscientist at consumer insights company Nielsen, and Patty Goldman, VP strategy and evaluation at the nonprofit organization and public service campaign creators, the Ad Council.

The pair presented a series of six advertising case studies – all improved by neuroscience techniques – in a webinar hosted by Nielsen.

Nielsen uses a combination of neuroscience techniques to measure responses to advertising. The primary focus is on EEG, which is “a direct measure of brain waves, through which we can...

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