Indiantelevision.com Team

(19 March 2008 5:30 pm)

MUMBAI: The 49th Annual Clio Awards will now be working with neuromarketing and neuromedia analysis service provider Sands Research to conduct neuromarketing research at the Clio Festival.

Sands Research will review the 2007 shortlisted creative work, prior to the festival, in four Clio categories: TV/cinema, print, interactive and radio. The findings will then be presented at the festival.

It will have a live subject demonstration set-up for all these categories at the festival. A subject wearing a cap with electrodes linked to electroencephalography (EEG) equipment will be exposed to the finalists' advertisements. Brain activity will be measured and recorded in millisecond increments to determine which ads elicit the strongest response. Festival attendees can view all testing in real-time during the event.

Furthermore, Sands Research will also conduct live neuromedia analysis on creative work for 2008 finalists in the TV/cinema/digital category using a "live subject" EEG. Sands Research president and founder Dr Stephen F Sands will present these results along with research findings for 2007 finalists.

"We are delighted to be the first company to conduct a neuromarketing demonstration at the Clio Festival. This year's festival will be historic in that it will be the first time that a live audience at the event will be able to witness first-hand the physiological effects of advertising on their brains," said Dr Sands.

The Annual Clio Awards 2008, a Nielsen Company venture, which begins on 14 May and continues till 17 May, is a global advertising, design and interactive awards competition.