What the brain knows and you don't…
Behind every piece of conventional wisdom, there’s some truth—when we remember the Super Bowl Chimpanzee but not what he was advertising, or when we worry about identifying the wasted half of our ad spend, what we’re really interacting with is one of the oldest problems marketers confront, whether on TV, online, or social: is it working? It’s an extremely difficult problem, and it’s made more so by the fact that answering it often only creates another problem—why is it (or isn’t it) working?
In this session, Pranav Yadav, CEO of Neuro-Insight US, discusses how neuromarketing helps answer these questions both online and offline. By using passive, granular measurements of the audience’s brain response, neuromarketing can give unparalleled insights into media and advertiser effectiveness.
And, since no method can be proven without results, see results from a major recent study comparing online content and adbreak effectiveness—presented by Stephanie Fried, VP Research and Insights at VEVO.
About the speakers
Stephanie Fried, VP, Research Insights and Analytics, VEVO
Stephanie Fried is VP, Research Insights and Analytics at VEVO. Stephanie oversees advertising effectiveness and optimization research as well as consumer insights research and site analytics to guide fan driven development of VEVO’s global programming and platforms.
Prior to joining VEVO, Stephanie was Director of Digital Research at NBC Universal where she oversaw custom research for digital sales and programming. Previously, Fried worked in client services at BuzzBack Market Research where she designed and executed primary research for Fortune 500 consumer packaged goods and financial services companies.She holds an MBA from Columbia Business School and a BA from the University of Michigan.
Stephanie has been co-chair for the IAB research council for 3 years, winning an award for distinguished service for improvements in online ad effectiveness research in 2012. Speaking engagements for 2012 include the Digital Analytics Association (panel), Advertising Research Foundation Measurement 7.0 (presentation), American Marketing Association Research and Strategy Summit (presentation) and Streaming Media West (panel).
Pranav Yadav, CEO, Neuro-Insight U.S.
Pranav Yadav, CEO of Neuro-Insight U.S., is an innovation evangelist dedicated to moving the world of marketing into the future by bringing the passive and granular insights of neuromarketing to the world’s advertisers.
Neuro-Insight is a global market research company that uses unique brain-imaging technology to measure how the brain responds to communications – pioneering the link between brain activity and consumer behavior. Neuro-Insight’s approach, which is peer-reviewed and published in the International Journal of Advertising, measures pre-conscious brain activity to identify factors that drive marketing effectiveness. Neuro-Insight’s patented technique uses Steady-State Topography (SST), which records and measures electrical signals at the scalp, pinpointing the specific moments in a communication that trigger emotions.
Pranav’s passion for innovative, consumer-centric metrics took new shape during his time as a Senior Consultant with international innovation strategy consulting firm, ReD Associates. At ReD, Pranav worked on multiple diverse projects. He helped a leading white goods (home appliances) company adapt a product for the Indian market, where a poor understanding of the local consumer profile had led to ineffective product design and communication strategy. In a different project, which was featured at the 2010 Venice
Biennale, Pranav helped a team of international architects design a truly innovative European metropolis of the future by quantitatively analyzing the successes and failures of the world’s great cities, something that had never before been done at such a scale. Later, he helped a gaming company reinvent an age-old game for a user base rapidly evolving due to the advent of mobile and social media.
Prior to joining ReD, Pranav worked at Goldman Sachs, where he was part of the elite Equity Structuring Group’s core team that established and developed the retail structured notes business in the U.S.
At Neuro-Insight, Pranav has continued to evangelize for true, accurate understanding of media consumers. Using Neuro-Insight’s industry-leading SST technology, Pranav is dedicated to helping advertisers, brand owners and content providers make the best and most impactful case for their products by providing 360-degree solutions along multiple touchpoints.