How to measure the neuroscientific power of an advertising heartbeat

Geoffrey Precourt

This event report outlines some headline findings from research conducted by MediaScience and the Ehrenberg-Bass Institute for Marketing Science, based on ads from Mars, Inc.

Mars Inc. has opened up its library of advertising messages and marketing research – more than 100 consumer-packaged-goods advertisements for 20 Mars, Inc., brands, combined with laboratory testing from more than 1,000 respondents – to create an evidence-based dataset that, presumably, will lead to an understanding of the factors behind advertising effectiveness.

"Whether your eyes are on-screen or off-screen doesn't need a lot of analysis," Duane Varan, CEO of MediaScience, a Chicago-based neuroscience research firm, proposed to delegates at the Advertising Research Foundation's (ARF) 2017 Audience Measurement conference.

"What we're trying to understand is: When you're looking at the...

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