Advertising Week

AWNewYork_OfficialGuide-2017

Advertising Week 10th Anniversary Official Guide

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260 TRENDING IMAGINE YOU'RE WATCHING a commercial while a camera is watching you. You may think you're just sitting there as words and images entertain you. But there's actually a lot more happen- ing: subtle changes in your facial expression are revealing emotional reactions you may not even realize you're experiencing. Emerging technologies and neuroscientifi c techniques are now making it possible to capture this user feedback—which has traditionally been almost impossible to tease out through surveys or focus groups—and turn it into actionable insights. The resulting intelligence into a user's emotional connection to content (commonly re- ferred to as emotional measurement or emotion analytics), is becoming invaluable to advertisers, agencies, and publishers as they all seek new approaches to win the war for attention and engagement with users. "Users are making decisions faster than ever as they decide whether or not content as well as advertising is worth their engagement," explains Christopher Vollmer, Global Entertainment and Media Advisory Leader at the consulting fi rm PwC. "If you can tap into the unconscious decision-making of users through an emotional Measuring Emotions: The Newest Way to Improve the User Experience Innovative technologies and techniques are enabling advertisers, agencies, and publishers to better understand— and put to use—some new predictors of user behavior By Mindy Charski

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