Microsoft brings neuroscience into cross media measurement

Measuring ad campaigns across platforms is an increasingly important task, but as yet still difficult to measure. Many companies are trying to figure out how to measure disparate media and now Microsoft is trying to bridge that gap with a new measurement called cross media engagement. 

Together with Mediabrands, the software giant used neuroscience technologies to measure ads run by Kia Motors and Hyundai. The study found that ads viewed on Xbox LIVE are more effective than traditional video ads. And while it may not be an option to install neuroscience monitors on computers nationwide, the technology could prove effective at judging consumer reactions to differing platforms in controlled settings.