Media Strategy

Intelligent media strategy today is not just about reach, it's about impact

In today's increasingly diverse and fragmented media environment, adopting an intelligent media strategy is more important than ever. It is no longer enough to reach as many of your target audience as possible. Understanding the relative effectiveness and relevance of each media platform within the different contexts in which consumers interact with them is fundamental.

Neurosense has worked with some of the largest media planning companies in the world since 1999 to understand how different media platforms impact on consumers' emotional responses to messages. Using a range of functional brain imaging techniques and more recently, implicit response time tools, we have helped our clients develop objective, impactful media planning strategies that resonate with consumers needs as and when they engage across different platforms.

We have built a substantial database of information derived from brain scanning experiments that are now being used to inform questions including:

  • How different media platforms meet different needstates
  • How different media platforms meet campaign objectives
  • How to get the most out of an integrated media plan
  • The relative effectiveness of television commercials within different programming contexts and position within break
  • The effect of time of day on advertising absorption
  • What makes radio special and internet advertising effective

Today, we use a combination of FMRI and our online implicit association tool, BrainLink™ to help clients develop neuroscientifically-informed media strategies to ensure that their media reaches consumers when they are most emotionally engaged with a particular platform. Contact us to find out more about our depth of expertise in this sector.