Ad firms using tools to help them read your mind

Agencies
December 24, 2017

New York, Dec 24: Why did you splurge on that new pair of shoes? Or that pricey smartphone? More and more advertisers are trying to tap into the unconscious to divine the invisible forces that drive those spending decisions.

Using gadgets to track eye movements, computer maps of faces to capture a momentary grin (approval) or squinting (anger), and sensors to measure perspiration or monitor brain activity, companies are mining consumers' raw emotions for information.

Traditionally, ad firms have measured the success of their campaigns through consumer surveys, but that technique has its limits.

"It's not that people won't tell you, they actually can't tell you why they're making the decision they're making," said Jessica Azoulay, vice president of the market intelligence practice at Isobar, a digital marketing agency.

The new techniques recognize that our purchase decisions are driven by both rational and emotional factors, and reflect research showing the brain takes in information on different levels.

They "enable us to capture many different types of emotions and to be able to profile the emotions that are happening very granularly on a second by second basis," said Elissa Moses, chief executive of the neuro and behavioral science business at Ipsos, a consultancy and market research firm.

"People won't be able to tell you that something irritated them in scene three or thrilled them in scene seven, but we'll know from looking at the facial coding," Moses said.

The technologies can help track if brands are maintaining their edge over competitors, and make ads more effective by determining what to highlight, for example, whether to emphasize the distress of allergy symptoms or the relief of treatment when pitching medications.

And the techniques are being applied to other industries, such as retail, which is experimenting on ways to attract customers in the Amazon era.

"Ultimately there is a dance between the conscious and unconscious," Moses said, noting that "in order to actually buy a product, you have to make a conscious decision."

Some of the techniques were first employed in the 1970s, but now are being more widely adopted as equipment has improved.

An eye tracking test uses technology-enhanced glasses with a camera to record what a person is seeing on a television or in a store and read how long the eye settles on a particular cue.

That can be combined with other methods, such as galvanic skin responses with sensors applied to a person's hand to read perspiration, and electroencephalography (EEG) which reads brain activity through sensors on a person's head.

The data is used to produce a "heat map" with yellow, orange or red "hotspots" that show where the person's eye fixated.

Techniques measuring arousal can signal whether an ad stands out amid today's media avalanche.

Other tests that are becoming more popular seek to shed light on unconscious associations with products or shopping needs.

Johnson & Johnson has tested thousands of consumers about Tylenol pain relief and other over-the-counter products, showing them quick-fire images or words that connote a particular emotion.

Responses are tracked to the tens of milliseconds, said Eric Dolan, associate director for global strategic insights at Johnson & Johnson.

The insights can help determine "whether we want to dig in and reinforce those emotional spaces," or rethink the marketing to convey a different message, he said.

Tivity Health turned to many of these techniques for its "Silver Sneakers" fitness program for seniors, hiring Isobar to help it devise a marketing strategy based on a psychological profile of potential members.

Isobar had more than 1,000 seniors review a series of rapidly presented images and words about exercise. Based on their clicks, the report showed the population most valued exercise because it made them feel empowered or "ready to go."

The finding was important as Tivity weighed potential marketing campaigns, including "Living Life Well," which featured images of age-defying seniors, such as a grandfatherly figure balancing a toddler on his back while doing push-ups.

These ads performed better than an alternative campaign showing groups of smiling seniors together in swim class and in a gym which emphasized the social aspect of Silver Sneakers.

That campaign appeared to fall flat with seniors who view exercise as a means of staying independent, or who may be intimidated at the thought of immediately exercising in a group.

The results countered Tivity's assumption that the social aspect of the program was the "key motivating driver for members," said Elizabeth Rula, who directs research for Tivity Health. "We were a bit surprised."

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Agencies
June 19,2020

Denser places, assumed by many to be more conducive to the spread of the coronavirus that causes COVID-19, are not linked to higher infection rates, say researchers.

The study, led by Johns Hopkins University, published in the Journal of the American Planning Association, also found that dense areas were associated with lower COVID-19 death rates.

"These findings suggest that urban planners should continue to practice and advocate for compact places rather than sprawling ones, due to the myriad well-established benefits of the former, including health benefits," says study lead author Shima Hamidi from Johns Hopkins Bloomberg School of Public Health in the US.

For their analysis, the researchers examined SARS-CoV-2 infection rates and COVID-19 death rates in 913 metropolitan counties in the US.

When other factors such as race and education were taken into account, the authors found that county density was not significantly associated with county infection rate.

The findings also showed that denser counties, as compared to more sprawling ones, tended to have lower death rates--possibly because they enjoyed a higher level of development including better health care systems.

On the other hand, the research found that higher coronavirus infection and COVID-19 mortality rates in counties are more related to the larger context of metropolitan size in which counties are located.

Large metropolitan areas with a higher number of counties tightly linked together through economic, social, and commuting relationships are the most vulnerable to the pandemic outbreaks.

According to the researchers, recent polls suggest that many US citizens now consider an exodus from big cities likely, possibly due to the belief that more density equals more infection risk.

Some government officials have posited that urban density is linked to the transmissibility of the virus.

"The fact that density is unrelated to confirmed virus infection rates and inversely related to confirmed COVID-19 death rates is important, unexpected, and profound," said Hamidi.

"It counters a narrative that, absent data and analysis, would challenge the foundation of modern cities and could lead to a population shift from urban centres to suburban and exurban areas," Hamidi added.

The analysis found that after controlling for factors such as metropolitan size, education, race, and age, doubling the activity density was associated with an 11.3 per cent lower death rate.

The authors said that this is possibly due to faster and more widespread adoption of social distancing practices and better quality of health care in areas of denser population.

The researchers concluded that a higher county population, a higher proportion of people age 60 and up, a lower proportion of college-educated people, and a higher proportion of African Americans were all associated with a greater infection rate and mortality rate.

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Agencies
July 9,2020

Twitter has hinted that it is planning a paid subscription platform that can be reused by other teams in the future.

The news that the micro-blogging platform is building a subscription platform with a team codenamed "Gryphon" resulted in Twitter stock rising over 8% on Wednesday.

Twitter revealed its plan via a job listing that seeks a full-stack senior software engineer in New York to join "Gryphon".

Interestingly, Twitter "edited" the job listing once the news broke, removing the part about "Gryphon" and any mention of their internal team or their subscription feature. The listing said the company is looking for an Android engineer to "work on a bevy of backend engineering teams to build components that allow for experimentation to deliver the best experience possible to all of our users".

Later, Twitter users noticed that the company restored the earlier job listing that mentioned the upcoming subscription platform and "Gryphon".

A spokesperson for Twitter told CNN on Wednesday that it's only a job posting, not a product announcement.

This is not the first time Twitter has thought of a paid product. 

In 2017, it sent out a survey to users and a preview of what a premium offering of its TweetDeck app might look like, including breaking news alerts and more analytics, according to The Verge.

"We're conducting this survey to assess the interest in a new, more enhanced version of Tweetdeck. We regularly conduct user research to gather feedback about people's Twitter experience and to better inform our product investment decisions, and we're exploring several ways to make TweetDeck even more valuable for professionals," a Twitter spokesperson had said at that time.

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News Network
April 17,2020

Paris, Apr 17: Even as virologists zero in on the virus that causes COVID-19, a very basic question remains unanswered: do those who recover from the disease have immunity?

There is no clear answer to this question, experts say, even if many have assumed that contracting the potentially deadly disease confers immunity, at least for a while.

"Being immunised means that you have developed an immune response against a virus such that you can repulse it," explained Eric Vivier, a professor of immunology in the public hospital system in Marseilles.

"Our immune systems remember, which normally prevents you from being infected by the same virus later on."

For some viral diseases such a measles, overcoming the sickness confers immunity for life.

But for RNA-based viruses such as Sars-Cov-2 -- the scientific name for the bug that causes the COVID-19 disease -- it takes about three weeks to build up a sufficient quantity of antibodies, and even then they may provide protection for only a few months, Vivier told AFP.

At least that is the theory. In reality, the new coronavirus has thrown up one surprise after another, to the point where virologists and epidemiologists are sure of very little.

"We do not have the answers to that -- it's an unknown," Michael Ryan, executive director of the World Health Organization's Emergencies Programme said in a press conference this week when asked how long a recovered COVID-19 patient would have immunity.

"We would expect that to be a reasonable period of protection, but it is very difficult to say with a new virus -- we can only extrapolate from other coronaviruses, and even that data is quite limited."

For SARS, which killed about 800 people across the world in 2002 and 2003, recovered patients remained protected "for about three years, on average," Francois Balloux director of the Genetics Institute at University College London, said.

"One can certainly get reinfected, but after how much time? We'll only know retroactively."

A recent study from China that has not gone through peer review reported on rhesus monkeys that recovered from Sars-Cov-2 and did not get reinfected when exposed once again to the virus.

"But that doesn't really reveal anything," said Pasteur Institute researcher Frederic Tangy, noting that the experiment unfolded over only a month.

Indeed,several cases from South Korea -- one of the first countries hit by the new coronavirus -- found that patients who recovered from COVID-19 later tested positive for the virus.

But there are several ways to explain that outcome, scientists cautioned.

While it is not impossible that these individuals became infected a second time, there is little evidence this is what happened.

More likely, said Balloux, is that the virus never completely disappeared in the first place and remains -- dormant and asymptomatic -- as a "chronic infection", like herpes.

As tests for live virus and antibodies have not yet been perfected, it is also possible that these patients at some point tested "false negative" when in fact they had not rid themselves of the pathogen.

"That suggests that people remain infected for a long time -- several weeks," Balloux added. "That is not ideal."

Another pre-publication study that looked at 175 recovered patients in Shanghai showed different concentrations of protective antibodies 10 to 15 days after the onset of symptoms.

"But whether that antibody response actually means immunity is a separate question," commented Maria Van Kerhove, Technical Lead of the WHO Emergencies Programme.

"That's something we really need to better understand -- what does that antibody response look like in terms of immunity."

Indeed, a host of questions remain.

"We are at the stage of asking whether someone who has overcome COVID-19 is really that protected," said Jean-Francois Delfraissy, president of France's official science advisory board.

For Tangy, an even grimmer reality cannot be excluded.

"It is possible that the antibodies that someone develops against the virus could actually increase the risk of the disease becoming worse," he said, noting that the most serious symptoms come later, after the patient had formed antibodies.

For the moment, it is also unclear whose antibodies are more potent in beating back the disease: someone who nearly died, or someone with only light symptoms or even no symptoms at all. And does age make a difference?

Faced with all these uncertainties, some experts have doubts about the wisdom of persuing a "herd immunity" strategy such that the virus -- unable to find new victims -- peters out by itself when a majority of the population is immune.

"The only real solution for now is a vaccine," Archie Clements, a professor at Curtin University in Perth Australia, told AFP.

At the same time, laboratories are developing a slew of antibody tests to see what proportion of the population in different countries and regions have been contaminated.

Such an approach has been favoured in Britain and Finland, while in Germany some experts have floated the idea of an "immunity passport" that would allow people to go back to work.

"It's too premature at this point," said Saad Omer, a professor of infectious diseases at the Yale School of Medicine.

"We should be able to get clearer data very quickly -- in a couple of months -- when there will be reliable antibody tests with sensitivity and specificity."

One concern is "false positives" caused by the tests detecting antibodies unrelated to COVID-19.

The idea of immunity passports or certificates also raises ethical questions, researchers say.

"People who absolutely need to work -- to feed their families, for example -- could try to get infected," Balloux.

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