Presentation of Roeland Dietvorst during the BAM Marketing Congress on 5 December 2019 in Brussels Expo.
Only a small proportion of advertising drives sales effectively. Why is it so difficult to get noticed? And when do your marketing efforts actually translate into value and motivation in the minds of people? Dr. Roeland Dietvorst is a neuroscientist and founder of Alpha.One. In a joined effort for some the worlds biggest consumer brands, he uses modern brain scanning techniques to uncover the neural building blocks of brand value and desire. During is talk he will share what he has learned after scanning the brains of thousands of individuals while they are processing TV commercials or packaging designs. You will learn how to become a better marketer by using insights and techniques adopted from neuroscience.
3. Brand preference in the monkey brain…
“…the power of sex and status in advertising emerges
from the spontaneous engagement of
shared, ancestral neural circuits…”
4. “…the power of sex and status in advertising emerges
from the spontaneous engagement of
shared, ancestral neural circuits…”
Brand preference in the monkey brain…
25. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
26. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Easy cleaning
27. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Limits uptake of fats
28. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Mild odors
29. fMRI was used to select the best pay-off for a package design
Orbito Frontal
Cortex
Nucleus
Accumbens
Haute friture
30. Viewing ads in traditional media brings better brand value…
Sanoma & IPG Media 2018 AMMA Award
ImplicitBrandPreferencescore
1. Increased brand preference for print
2. Higher willingness to pay
3. More trust
32. Neural similarity at temporal lobe and cerebellum predicts
out-of-sample preference and recall for video stimuli
2019 NeuroImage
Hang-Yee Chan, Ale Smidts, Vincent C. Schoots, Roeland Dietvorst, Maarten A.S.Boksem
41. Machine generated eyetracking
Human response simulationOriginal ad Re-edit improved effectiveness
Consumers won’t notice the
discount! But the discount is more
obvious in the improved version…
42. Machine generated eyetracking
Human response simulationOriginal ad Re-edit improved effectiveness
Consumers won’t notice the
discount! But the discount is more
obvious in the improved version…