Neuroscience – the monitoring of brain activity when subjects react to sensory stimuli – is most often used to gauge the relative strengths of different creative executions. But occasionally (and sometimes controversially), it has been used to determine the relative potency of different media. Ocean, which specialises in large-format…

Neuro-Insight identifies the Wow factor at the heart of great outdoor A theoretical model, grounded in neuroscience, says that to get results, outdoor advertising needs to capture our attention and then engage our emotions. A strong emotional response drives memory encoding, and this is key for any communication, because memory…