At the Advertising Research Foundation’s (ARF) 2011 annual re:think convention, a key issues forum presentation was held entitled, What Consumers Really Think: Neurometric Response to Advertising in iPad® Magazines. EmSense technology was used to measured consumer responses such as eye tracking and neuro-scientific responses. Use of a bio-sensory involvement map was presented on. The presentation included examples for iPad® Magazines and Korean Air. The presenters included, Betsy Frank-Chief Research & Insights Officer at Time Inc., Elissa Moses-Chief Analytics at EmSense Corporation, & Michael Haggerty-SVP, US Director, Research & Marketing Accountability at Universal McCann.

2. What Consumers Really Think
Neurometric Response to Advertising
in iPad® Magazines
Betsy Frank Elissa Moses Michael Haggerty
Chief Research & Chief Analytics SVP, US Director,
Insights Officer EmSense Corporation Research & Marketing
Time Inc. Accountability
Universal McCann

3. Today’s Agenda
• Background
• Opportunity
• Approach
• Insights
• Implications

4. Background
2010: “The Year of the iPad”
• 15 million sold
• Fastest adopted consumer electronics device
• Defined a new computer category
• Cemented the “App Store” model
• Re-shaped ideals of Digital Design
• And…

5. Background
2010: “The Year of the iPad”
• Ignited a “Publishing Renaissance”
– New optimism around the value of brands
and content
– New opportunities to create a
consumer-driven revenue model
• Created a new advertising medium
– Engaging, immersive, interactive
– Video + Magazines + The Web = A completely
new experience

6. Opportunity
• TIME Magazine was the first to market
• Expectation: A unique user experience
Personal and tactile
+ Extra content
+ Passion for the device
= A new kind of experience
• How would this experience with the device and
the content drive engagement with advertising?

7. Opportunity
Universal McCann approached us with a
partnership idea:
• To explore consumer interaction and
engagement with iPad magazine apps
– What does engagement look like on an iPad magazine ad?
– Can we quantify it, or at least create a framework for
measurement?
– What does this mean for brands, in terms of
communication and creative?

8. Opportunity
UM and Time Inc. selected EmSense to
execute the Study
• Biometrics: A passive, scientific methodology
• Large samples; unobtrusive/comfortable reader
experience
• Goal: Separate the passion for the device from
the reaction to the advertising

9. Methodology

10. EmSense Technology
EmSense Enabled™ headsets combine both neuroscience and
other bio-sensory inputs to create a robust model of human
response, without the invasiveness of traditional EEG equipment

11. EmSense Measurements
Survey/
Neuro- Secondary Eye-
One-on-
science Bio-Sensory Tracking
Ones
Heart rate, respiration,
Direct brain measurements Measure eye fixations Detailed survey &
Method through EEG (brainwaves)
blinking, head movement
area and length in-depth interviews
& temperature
Frontal lobe measures: Longer-term measures: • Fixation • Diagnostic questions
• Positive/negative • Engagement • Length of fixation • Detailed explicit
Key emotion response
Measures • Arousal
• Cognition • Subgrouping/
classification
• Direct brain • Additional implicit • Synchronized with • Conscious explicit
measurement measurement EEG to combine perspective
Main • High temporal resolution detailed area of • Feedback on critical
Advantage fixation and brain areas identified by
• Focus on Executive Brain engagement neuroscience
& Decision Making

12. Value Proposition:
Quantitative Sample Sizes
Results for 150 sample
versus
matched samples of 20

13. Approach: Multi-Metric
• Mobile Eye Tracking and EmSense EEG Neurometrics
were used to measure Cognitive Engagement and +/-
Emotional Valence over the course of the iPad
user/magazine reader experience
• Survey questions were asked of each
participant after each session to
measure attitudinal responses
and opinions
• Conducted 1-on-1 interviews with
subset for discussion on iPad
magazine apps and ad experience

14. Methodology
• Fieldwork
A total of 180 bio-sensory and survey interviews were conducted in
Chicago and San Francisco between August 16 and September 3, 2010
Market Total Female Male
Chicago 85 45 40
San Francisco 95 40 55
Total 180 85 95
• Study Protocol
– Magazines tested: TIME, Sports Illustrated and People Magazine
– TIME viewed by all respondents, Sports Illustrated by Males and People
Magazine by Female respondents only. Sequential monadic exposure
– Calibration for eye tracking and bio-sensory measures as well as detailed
instructions were provided to each participant at the beginning of each session
– Survey questions followed the behavioral part of the test

15. Study Participants
Fitted with EmBand™ & Mobile Eye Tracking
while interacting with the iPad

17. Bio-Sensory Involvement Map
High
High
Cognitive Response
Low
Low
- +
Negative Emotional Response Positive

18. Bio-Sensory Involvement Map
High
High
Thinking hard Highly
to process or engaged, easily
understand Processing Drawn In processing
Cognitive Response
information information
Not actively
Uninterested Checked thinking
or disengaged Relaxed hard, enjoyable
Out
experience
Low
Low
- +
Negative Emotional Response Positive

19. What did we learn?

20. High Neurometric Ad Response
High
Of 23 ads
tested, only 1
failed to engage
readers on an
Cognitive Response
emotional or
Cognitive Response
cognitive level
How do we
define a positive
experience?
Low
- +
Emotional Response
Emotional Response

21. Propulsion
iPad ad’s ability to propel the reader through the ad
homepage into the deeper-layer interactive elements

22. Drivers of Propulsion
Visual Attention
Accessibility Propulsion
Drawing the reader
through the ad
Emotional Response

23. Interactivity Builds Attention
• Interactive ad features capture readers’ attention longer
• Buttons are a simple component to ensure ads can be easily navigated
Cumulative Time Spent (Seconds Per Ad)
20
17.8
15
11.8
Time Spent
10 9.1
7.1
5.0
5
0
Buttons Web Static Interactive Video
Content Images

24. Button Overload

25. Buttons Can Hinder Accessibility
Buttons require a high level of consumer involvement (Cognition).
Poor or inconsiderate button design will directly lead to viewer
frustration and disengagement
Cumulative Time Spent (Seconds Per Ad)
20 90
80
Taking people too long 17.8
80
to process buttons 63 70
15 60
56 60
Cognition %
Time Spent
43 50
10 11.8
40
9.1
30
5
7.1
20
5.0
10
0 0
Buttons Web Static Interactive Video
Content Images

26. Propulsion in Action: Korean Air
July 26, 2010

27. Korean Air Ad Elements
Home Page/Video Gallery Page
Info Page Additional Gallery

28. Korean Air Heatmap
Attention
• Distinctive colors, minimalistic design, arresting image of woman and bird
• Inviting image of flight attendants on video draw user’s attention
Accessibility
• Launch video arrow clearly invites user to tap and watch
“The Korean Air “I never
ad is the one I considered
remember most… Korean Air
it was interesting before, but the
and somewhat ad made me
dramatic without aware of them
being intrusive…” and it sure made
their service
look nice…”
Percent Noting
<10% 10%-20% 20%-30% 30%-40% 40%+

29. Korean Air Neurometric Map
High
High
Processing Drawn In
Cognitive Response
Checked
Relaxed
Out
Low
Low
- +
Negative Emotional Response Positive

30. What can Propulsion mean
for Advertisers?

31. Driving Propulsion Generates
Brand Interest
• Propulsion leads to higher time spent with an ad, as well as
additional impressions
• Propulsion spurs Brand Interest – “Look for more information”
45%
Predicted Look for more information
40%
Actual Look for more information
35%
r2 = 81%
30%
25%
20%
15%
10%
5%
0%
Ad 1 Ad 2 Ad 3 Ad 4 Ad 5 Ad 6 Ad 7 Ad 8 Ad 9 Ad 10 Ad 11 Ad 12 Ad 13 Ad 14 Ad 15 Ad 16 Ad 17 Ad 18 Ad 19 Ad 20 Ad 21

32. Key Takeaways
Agencies & Advertisers Publishers & Content Creators
• iPad advertising adds to the • The iPad represents a unique
overall experience user experience
• iPad ads & app content is • Engagement with the
experienced seamlessly with advertising is highly
magazine editorial and is more immersive and multilevel
likely to grab the reader’s
attention and interest • Consumers want (and expect)
every ad to be
• Propulsion represents a brand’s entertaining, interactive and
opportunity to extend the fun
conversation with the reader
• Propulsion generates brand
awareness and brand interest
post-exposure

33. Thank You!