You can also check out the Video of this podcast here

https://youtu.be/9fFC5WZqS-Q

Enjoy

We briefly cover how the brain processes work and how we process information and decide what to keep and what to discard.

We then translate that to the world of online video ads. Ingrid shares what she has learned as a researcher and why for instance, online, it is a good idea to start right away by showing your logo. And how things are different for online video vs. TV ads. And what tests have shown to work well.

I hope you enjoy it.

We talk about whether knowledge of attention actually gets applied in a marketeers day to day life.

In addition to his well-known podcast, Klaas runs Energize, a creative agency focusing on earned attention.

His combined knowledge of attention and his industry view makes him an exciting guest.

We cover the level of "attention" knowledge in the industry and his approach to getting and retaining attention. He also shares some excellent examples of how he uses this in his daily practice.

He shares a great example of how he used an ok from Seth Godin to get Gary Vaynerchuk's attention.

Enjoy.

There are a lot of things computers do much better than humans, and vice versa. Computers are better at recording, but humans are better at seeing.

How does Computer Vision relate to Cognitive science? It uses the understanding of visual perception to simulate those processes using Artificial Intelligence.

So why are Neuroscience and Cognitive science important to marketers. We cover the term salience and its relation to Visual Attention, the brain's limited processing capacity, and how we Select relevant information and filter out irrelevant information.

We talk about Neural Networks and, more specific a Convolutional Neural Network. And how competition between them can help us get better predictions.

And we finish by talking about the future of predicting and evaluating marketing material with the help of AI.

She has a PhD in Neuroscience and worked as a postdoctoral researcher at the University of California, Berkeley. After that, she applied her neuroscience expertise to measuring the effectiveness of advertising. As Director Neuroscience at Nielsen Consumer Neuroscience, she helped top CPG companies incorporate the use of neuroscience methods into their pipeline. Subsequently, she worked at Facebook’s Marketing Science department in New York where she was responsible for the quality of neuroscience research investigating online advertising products. At Alpha.One, Ingrid is responsible for the product roadmap and science.

We talk about how Ads are being perceived and how this is important for the effect of Ads. How we can measure attention. The role of memory. What the other elements are that relevant for ads. How about buying the product? We introduce the concept of attention vampires and how all the different elements need to work together to get it right.

Starting by discussing the history and the development of the field.

We define what are good methods (EEG,fMRI) when they should be applied and how these relate to consumer responses.

We cover some examples and talk about the subject of emotions, and implicit processing.

We round up with his advice what to look for in a Neuromarketing Vendor.

How does it work? How do we steer it? 

And does it have a will of its own?

The attention of a cat and 10 things Alessandra thinks you should know about attention. 

Enjoy. 

Conrad 

Questions? Feedback? Do reach out! 

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