Bravo has conducted a study on ad receptivity (and no, its findings were not “OMG Bravo is the gr8est”) in tandem with market research company Neuro-Insight, and the report contains a surprising conclusion: It doesn’t actually matter that much if an ad’s product is endemic to the program a consumer is watching (meaning that it matches the show’s content).

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It seems the success of blockbuster shows we love and swear by has nothing to do with chance, and brainwave technology helps decide what shows will be hits and misses…

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The Advertising Research Foundation has applauded the efforts of Neuro-Insight in the most extensive, independent review of Neuro Marketing firms ever undertaken.

The ARF’s Neurostandards Whitepaper has now officially been released following an open review process which commenced in September 2010.

Neuro-Insight was recognised for its validation of both SST – the unique neuro-imaging technology – as well as the large body of peer-reviewed evidence over the past decade, linking Neuro Insights metrics to advertising performance.

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EXCLUSIVE: Photon’s former chief executive Matthew Bailey has re-emerged, taking minority stakes in Australian brain monitoring consumer research group, Neuro Insight, and Urchin, Quicksilver’s global comms agency, which created the global charity Movember.

Neuro Insight is a Melbourne-based company which has opened offices in New York and London this year, advising advertisers on the brain’s reactions to marketing communications. It is also being heavily used by media firms globally – TV broadcasters including Networks Seven and Nine are using the technology to predict the appeal of TV shows while magazine groups like ACP have commissioned Neuro Insight to study reader engagement with magazine titles.

“If you look at focus groups and quantitative research, there’s tens of millions of dollars being spent and you still see nine out of ten products fail,” Bailey told AdNews. “This is a brilliant technology development which tells us what actually is going on inside the brain and takes out all the guess work.”

Neuro Insight founder, Professor Richard Silberstein, and his management team retain a majority stake in the company and expect “opportunities to arise” from Bailey’s return to the industry, including through his new venture Brand Influence Group. Bailey has taken stakes in Neuro Insight and Urchin through his investment arm, The Bailey Boys (TBB).

Bailey said Brand Influence Group had won two major contracts in the filed marketing sector but would not reveal the names.

Nestle Australia will endorse growing marketer interest in neuroscience at a “virtual” market research conference being staged over 12 hours in different time zones around the world tomorrow.

Using its award winning Allen’s lollies TV campaign, developed in Australia with JWT and featuring the giant “marionette” doll, Nestle will show how it used brain wave tracking to sharpen the emotional impact of the Allen’s campaign in its development and how optimising brain “memory encoding” for the brand contributed to a 25% lift in sales within six months.

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The ARF has announced the ‘Best in Class’ submissions for the Audience Measurement 6.0 conference taking place on the 13th and 14th June 2011 in New York City. For the third year running, Neuro-Insight has been identified at the cutting edge of media and audience measurement, presenting their findings along side other industry leaders including AT&T, Cisco, Disney Media & Advertising Lab, ESPN, Facebook, Google, Mars Inc, Microsoft, New York Times, The Nielsen Company & Yahoo.

Chosen by industry leaders from a record-breaking number of submissions, 31 research presentations provide expert, innovative sessions across seven mission critical tracks:

• Social Media Insights
• Global Issues
• Measuring ROI
• Improving Creative Impact
• New Research Techniques (Part A)
• New Research Approaches (Part B)
• Research Quality

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The prestigious Gold award was in the Innovations category – granted for the development of the most innovative research ideas. It was accepted by Professor Richard Silberstein – Neuro Insight CEO, for the innovative application of neuroscience in the field of marketing communications, and specifically, for their continued work in validating the link between neuro metrics and consumer behavior.

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