Recent reports from Google expose the current state of internet advertising—56% of digital ads are not seen by humans, and only 50% of ads are viewable. Other reports have detailed bot fraud and URL masking, which no one anticipated ten years ago. Today’s 56% of digital ads not being seen isn’t any better than the 1880’s ad market when John Wanamaker lamented that 50% of every dollar spent on advertising is wasted.
New digital advertising platforms and programmatic software have done little to address the issue of ad waste, also known as ROI—or lack thereof. However, new research on Neuromarketing just published inFrontiers in Human Neuroscience may lead to a whole new way of understanding and influencing consumer behaviors through the science of influence as a promotion variable. The breakthrough research was conducted by the Applied Neuromarketing Consortium, a group of interdisciplinary professors from Northwestern’s Medill and Kellogg Schools along with the Feinberg School of Medicine, in addition to doctors from Massachusetts General, Aston Business School UK and Drexel University.
How Neuromarketing And The Science of Influence Will Change Marketing
