Ad-Optimization



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Ad Optimization for Coca-Cola

Thursday March 30, 2017, 16:00 
Coca-Cola Western Europe applies multiple consumer neuroscience research methods (EEG, Biometrics, Facial Coding, and Eye Tracking) to optimize and compare the performance of two video ads. This involved combining quantitative EEG, biometrics, facial coding, eye tracking, and qualitative self-report to assess advertising effectiveness and to develop granular diagnostics for optimization. 

Based on results for the ads, Coke identified the strongest option for further development and insights into featuring the product, driving brand associations, and story line development. 

In this presentation, Adam Palenicek and Bradley Vines will tell about how they studied integrated results for two ads (ad1 and ad2) from multiple methods including EEG (electroencephalography), biometrics, facial coding, and eye tracking. Based on the results for the two video ads in the study, Coke was able to identify the strongest option for further development as well as insights into best practices for the campaign.

Audience take-aways:
- How combining neuroscience tools provides converging evidence for developing effective advertising
- Business case approach of testing and adjusting ads based on neuro results


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