Amplifying Engagement
New knowledge about human behavior brought to light by social and neuroscience has fundamentally called into question the old mental models of how advertising and marketing work. Gone is the notion that consumers make decisions in a linear think-feel-do way and behavior is guided by rational-only principles. Instead, memories, emotions, associations, and thoughts play a primary role in how individuals relate and ultimately engage with brands.
OTOinsights is a primary research offering that is breaking new ground in neuromarketing to offer clients advanced and scientific levels of insights into how their consumers engage with them across the landscape of new media channels.
Player Engagement with In-Game Advertising (ARF Measurement 4.0 Presentation)In collaboration with researchers at the Indiana University School of Informatics and Microsoft’s Massive, OTOinsights utilized it’s Quantemo Neuromarketing Research Lab to study gamers and their engagement with in-game advertising.
This presentation was presented by Jeremi Karnell and Dan Berlin at the Advertising Research Foundation's (ARF) Measurement 4.0 Conference on June 24th 2009 in New York City.
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Implications of User Engagement with Search Result PagesWith the onset of Universal Search, this latest white paper from OTOinsights sought to measure the user impact of a new generation of search engine result pages that included multimedia elements such as images and videos. Specifically, we wanted to understand if there was a difference in emotional engagement with the results and if that would impact click propensity in Paid and Natural Search.
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The Future of Marketing = Elegant Game DesignFor over the past 5 years I have held on strongly to the view that success in future marketing communications will be given to those who learn the nuances of game design.
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“User-centered” is so passeOne of the catch phrases in the fields of Usability and Human Factors is "user-centered design." Frankly, this has always bothered me a bit. Yes, understanding the user is extremely important and designers who do not consider the user are bound for failure. But the user is not the only stakeholder.
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The Cookie is the Hyperlink: Why Distraction is OKPSFK brought to my attention a wonderful article by Sam Anderson in New York Magazine that examines our modern culture of multi-tasking. He explores both sides of the attention spectrum from continuous partial attention to executive focus, and concludes that maybe all this distraction we’re experiencing is not all that bad. It’s a long (by internet standards) but worthwhile read.
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