CBS: TV Spots More Effective Using Neuroscience Techniques
CBS will use neuroscience to help create promotional campaigns for four TV shows this fall.
Neuroscience has been in vogue over the last few years, bringing attention to the effectiveness of specific TV content. Much of the focus has been on TV commercials. Working with CBS, Nielsen NeuroFocus founder and CEO Dr. A. K. Pradeep has found a way to conduct neurological analysis' of TV advertising audiences in order to gauge effectiveness.
The answer? Reduce the filler -- otherwise known as "neuro-compression." This technology enables the most effective scenes within a TV spot to be identified and edited into shorter and often more "neurologically" impactful marketing messages.
Basically, human brains can figure out messages/storylines from just a few content segments.
“Our brains are so smart, they retain the key pieces of logic, the key pieces of the flow,” said Dr. Pradeep, on NielsenWire.com. “If you threw out all the
fillers … and got to the core, it’s a lot more effective. [Neuro-Compression] ends up producing a better product.”
CBS didn't disclose what the TV promos would be or for which shows. But David Poltrack, chief research officer of CBS Corp., called the effort a "very exciting project" on NielsenWire.com.
CBS said the technology could apply for all TV marketers, reducing media buying costs by coming up with a shorter TV commercial/message. Plus, TV marketers could repurpose the ad through cross-platform opportunities, such as online, mobile and in-store digital displays.
Said Poltrack: “We believe that in the case of online and mobile, we’re in a new frontier."