Thinking Inside the Box: Lighting up neural networks – the brain’s response to addressable ads

Details a neurological study on the effect of addressable TV advertising on a viewer’s brain.
  • Research from Finecast into the relationship between neural networks and addressable advertising.
  • Two experiments were run, the first measuring brain activity in response to TV relating to a participant’s interests, and the second testing the effect of addressable content on recall.
  • The study found that addressable ads promoted brain activity in neural networks relating to attention, emotion, reward and memory, and that they were recalled faster than non-addressable content....

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