Right and Left Side of the Boomer Brain

This recent article in Mediapost.com on brain hemispheres and what attracts Boomers might be of interest to you.

The article talks about the right and left sides of the brain and how each side processes information differently. This impacts how marketers should present their messages to consumers - in this articles, case, to Boomers.

What can understanding how the brain functions help online and traditional marketers? The answer is plenty. For example, since the left brain is resistant to new information regardless of how brilliantly it is presented, the left brain will generally not process new information coming into the brain unless it has first been processed by the right brain. The right brain pays attention to stories but not lectures. Stories should be word pictures because the right brain’s command of verbal language is somewhat primitive.

Read more: http://www.mediapost.com/publications/article/184147/go-with-the-grain-of-the-brain.html#ixzz29ap8vOfr

We at Syncsense realize that the way the brain receives and processes messages can impact how these messages are  interpreted, accepted (or not) and acted upon (or not). Our patent pending guidelines can help media companies prepare their content in a way that can optimize its value to the viewer.

CBS: TV Spots More Effective Using Neuroscience Techniques

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."

Read more: http://www.mediapost.com/publications/article/177673/cbs-tv-spots-more-effective-using-neuroscience-te.html?edition=48465#ixzz28MQOV6Vv