Although this Mediapost.com article from June 27, 2012 is not the type pf neuroscience application that we do at Syncsense, we applaud any effort to bring neuroscience into the media discourse.In fact, we disagree with the "neuro-compression" application indicated here.
Syncsense methods work irrespective of length of the content. You do not need to reduce "filler" and make your content shorter for it to benefit and work with our neuroscience method.
But here is the full article for your interest:
CBS will use neuroscience to help create promotional campaigns for four TV shows this fall.
By Wayne Friedman
Neuroscience
has been in vogue over the last few years, bringing attention to the
effectiveness
of specific TV content. Much of the focus has been on TV commercials.
Working with CBS, Nielsen NeuroFocus founder and CEO Dr. A. K. Pradeep
has found a way to conduct neurological analysis' of TV
advertising audiences in order to gauge effectiveness.
The
answer? Reduce the filler -- otherwise known as "neuro-compression."
This technology enables the most effective scenes within a TV
spot to be identified and edited into shorter and often more
"neurologically" impactful marketing messages.
Basically, human brains can figure out messages/storylines from just a few
content segments.
“Our brains are so smart, they retain the key
pieces of logic, the key pieces of the flow,” said Dr. Pradeep, on
NielsenWire.com. “If you threw out all the
fillers … and got to the core, it’s a lot more effective.
[Neuro-Compression] ends up producing a better product.”
CBS
didn't disclose what the TV promos would be or for
which shows. But David Poltrack, chief research officer of CBS Corp.,
called the effort a "very exciting project" on NielsenWire.com.
CBS
said the technology could apply for all TV
marketers, reducing media buying costs by coming up with a shorter TV
commercial/message. Plus, TV marketers could repurpose the ad through
cross-platform opportunities, such as online, mobile and
in-store digital displays.
Said Poltrack: “We believe that in the case of online and mobile, we’re in a new frontier."
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