Microsoft and Nielsen have set out to analyse consumer reactions to Windows 8 in-app advertising with the neuro-testing results to be announced at Cannes.
Early results show companies that advertise in Windows 8 apps experience a “halo effect” where the brand is seen as “more interesting, innovative and compelling” for trying the new platform.
Consumer reactions are gauged by Nielsen’s NeuroFocus testing to measure brain impulses and subconscious reactions.
A video explaining Microsoft’s stance is below.
Matt James, managing director Mi9 Media, said: “Given that ads in apps for Windows 8 are new to market, we are committed to testing and learning what is working in the early stages of development to continually evolve and improve the Windows 8 experience.”
“Our priority is to put the consumer’s needs and motivations at the heart of every ad experience we deliver in Australia. Central to this is going beyond tracking what people do and discovering the actions driving their behaviour.
“It’s pretty exciting to move beyond just asking people what they think of an ad. We can now monitor actual emotional responses and see what a person really feels about the content they see and whether it will increase their propensity to buy something.”