Neuromarketing at Microsoft | Futurelab – An international marketing strategy consultancy.
Video games and movies are one of the more interesting neuromarketing applications, in that the technology can be applied to not just advertising but the product itself. A new effort byMicrosoft andEmsense carries that idea one step further by attempting to compare viewer engagement with advertising across multiple technology platforms, including Xbox LIVE and traditional television spots.
The Xbox LIVE campaigns consisted of interactive billboards that users could click through to a branded landing page where they could then interact with content and download videos. The traditional videos used in this study included a 30-second television spot for Hyundai and a 60-second in-theater spot for Kia Motors America.
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