The push by TV broadcasters and advertisers to use brain science to provide more accurate predictions of effective advertising and TV programming has seen a new world industry body formed and headed by an Australian. The chairman and founder of Melbourne-based Neuro-Insights, Professor Richard Silberstein, has been appointed president and chairman of the newly established Neuromarketing Science and Business Association in Amsterdam.
Silberstein developed his Neuro-Insights technology at Swinburne University while working on children’s behavioural issues such as attention deficit disorder (ADD). He has since moved into the commercial arena with Neuro-Insights offices now in the US, UK, Germany and Australia.
International advertisers such as Nestle and media companies here and abroad are increasingly using the technology to demonstrate how people engage with shows and ads by measuring activity in the brain, rather than what people say. Nestle, Nine Entertainment Co, Network Seven and SBS have all used Neuro-Insights in the past year. Silberstein’s tenure as chairman of the Neuromarketing Science and Business Association runs until 2015.