Measuring advertising’s impact on sales requires more than attention

Attention measurement is an increasing focus for agencies and brands, but while it can effectively measure certain advertising impacts, other measures, which more closely examine brain activity, need to be connected to attention to measure sales impacts, according to recent research from FOX, the Wharton Neuroscience Initiative at the University of Pennsylvania and Bill Harvey Consulting.

A few seconds of advertising attention can help drive some core brand metrics such as brand recall, but to truly understand whether attention has translated into sales, brands need to look at a deeper set of neurometrics, including EEG (an electroencephalogram) and fMRI (functional media resonance imaging), despite the issues with scale using those techniques.

Using neurometric data to unpack both the sales impact of ads and how they perform in context is a key thrust of ongoing research being conducted by Bill Harvey Consulting, the Wharton Neuroscience Initiative at the University of Pennsylvania, and media giant FOX.

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