Gail Chiasson, North American Editor
Heather Andrew, founder and CEO, Neuro-Insight UK, will be speaking at The DailyDOOH Investor Conference, November 4, 2015, during New York Digital Signage Week.
Heather Andrew
“I’ll be discussing how neuroscience is making advertising smart,” says Andrew, who has run Neuro-Insight in the UK since it was set up four years ago, managing projects for clients across a range of media and industries, comprising both brand owners and media owners.
The key focus of these projects has been to look at brain response to communication, with a view to maximizing its effectiveness within and across different media.
Andrew has more than 30 years’ experience in marketing, market research and media strategy.
During her career, she has worked on the client side for both brand owners and media owners, in addition to having many years’ experience as a marketing and strategy consultant.
“Consumer neuroscience looks at what’s happening in people’s brains in real time as they engage with different types of communication, to measure and report on things that people find hard (or sometimes impossible) to express,” says Andrew.
“It’s particularly well-suited to identifying the subconscious impact of different media contexts, and the growth of online channels has driven a surge in demand for the insights that neuroscience can bring. Advertisers know that traditional channels have been shaken up, but aren’t sure what this really means for their brands. Neuroscience has shown that media context really matters, but that the resulting impact on take-out and behaviour is often far from predictable.
“By looking at some of the underlying drivers of brain response, we can start to understand these media impacts, and some of the world’s largest and most innovative communications companies are using this approach to explore, understand and apply the learnings from what happens in the brain. In this session, we’ll be looking at examples from a range of organizations who’ve used neuroscience in this way.
“We’ll then look at the implications of this for Out-of-Home; identifying how those in the OOH market can use learnings from the world of neuroscience to attract new advertisers and help existing ones drive maximum benefit from the medium.”
This sounds like a not-to-be-missed session on a topic that we expect has not been deeply considered by many in the industry.
Registration is now open and can be found here.
14.15 How Neuroscience Is Making Advertising Smart | Heather Andrew | CEO | Neuro-Insight (UK)
Neuroscience can measure things that people don’t know how to put into words and, over the past few years, pioneering studies in the out of home world in London have led to some startling revelations. The science is now also being used extensively in the growing online world. In this session, hear what OOH and DOOH can learn from the way companies like Facebook and Twitter are using Neuroscience, how an Australian media owner is dissecting TV content using the technology and how it will ultimately help our industry bring more brands into the sector as well as encouraging those who are using it now to spend even more!
#ff @neuro_insight
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