{"id":103354,"date":"2015-06-26T14:28:00","date_gmt":"2015-06-26T19:28:00","guid":{"rendered":"https:\/\/www.dacgroup.com\/that-time-i-got-my-brain-scanned-2\/"},"modified":"2024-12-19T16:41:46","modified_gmt":"2024-12-19T21:41:46","slug":"that-time-i-got-my-brain-scanned-2","status":"publish","type":"post","link":"https:\/\/www.dacgroup.com\/en-gb\/insights\/blog\/analytics\/that-time-i-got-my-brain-scanned-2\/","title":{"rendered":"That Time I Got My Brain Scanned"},"content":{"rendered":"<p>Recently, I participated in a unique study hosted by <a href=\"http:\/\/www.brainsights.ca\" target=\"_blank\" rel=\"noopener\">Brainsights<\/a> at the University of Toronto. Brainsights is one of a handful of Canadian companies operating in the nascent field of neurological advertising or neuromarketing.<\/p>\n<p>For the study, I volunteered to subject myself to watch 75 minutes of uninterrupted advertising. Am I crazy? Probably. But I like to think I helped contribute to valuable market research that will be used to shape the future of the advertising industry.<\/p>\n<p>Brainsights is a Toronto-based start-up that uses neuro-data to assess and improve media content like television commercials, movie trailers, and public service announcements. They believe that looking directly at viewers\u2019 neural responses allows them to more accurately gauge the <a href=\"\/en-gb\/services\/content-strategy\/\">quality of media content<\/a>.<\/p>\n<p>I think they are onto something.<\/p>\n<p>The best kind of advertising <u style=\"text-decoration: none; color: #337ab7;\">is the kind that tells a story.<\/u> We are natural storytellers, and we respond to stories that captivate and resonate with us. Great storytelling in advertising will naturally hold our attention longer.<\/p>\n<p>So what does this mean for brands?<\/p>\n<section data-role=\"forward-email-subscription-container\" class=\"full-width w-100 d-flex justify-content-center align-items-center bg-c7f2b3\">\n    \n    <div class=\"max-w-1400 w-100 form\">\n        <div class=\"text-content-container\">\n            <h2>\n                Stay Forward            <\/h2>\n            <p class=\"subtitle\">\n                Get exclusive insights into digital <br class=\"d-none d-lg-block\">media's top-trending topics delivered<br class=\"d-none d-lg-block\"> directly to your inbox.            <\/p>\n        <\/div>\n\n        <div data-role=\"form-group\">\n            <div class=\"d-flex flex-column w-100\">\n                <form data-forward-email-form class='custom-hubspot-form' id='hubspot_form_69f50b869d80e'>\n    <div class='d-flex input'>\n        <input type='email' class='form-control me-2 input' placeholder='Email address' aria-label='Email' name='email' required>\n        <button type='submit' class='btn_primary-filled_white'>Submit\n<\/button>\n    <\/div>\n    <p class='hubspot-status'><\/p>\n<\/form>\n<script>\njQuery(document).ready(function($) {\n    var form = $('#hubspot_form_69f50b869d80e');\n    form.on('submit', function(event) {\n        event.preventDefault();\n\n        \/\/ Get email input value\n        var emailInput = form.find('input[name=\"email\"]');\n        var email = emailInput.val().trim();\n\n        \/\/ Required HubSpot fields\n        var portalId = '5408011';\n        var formId = 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb';\n\n        \/\/ Prepare the data payload\n        var data = {\n            fields: [\n                {\n                    name: 'email',\n                    value: email\n                }\n            ],\n            context: {\n                pageUri: window.location.href,\n                pageName: document.title\n            },\n            submittedAt: new Date().getTime()\n        };\n\n        \/\/ Get the status element for this form\n        var statusElement = form.siblings('.forward-email-status-container');\n\n        \/\/ Send the data to HubSpot\n        fetch('https:\/\/api.hsforms.com\/submissions\/v3\/integration\/submit\/5408011\/cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb', {\n            method: 'POST',\n            headers: {\n                'Content-Type': 'application\/json'\n            },\n            body: JSON.stringify(data)\n        })\n        .then(response => {\n            if (response.ok) {\n                if(statusElement) {\n                    statusElement.text('Thanks for Subscribing!');\n                    statusElement.css('color', 'green');\n                }\n\n                var userInfo = JSON.parse(localStorage.getItem('userInfo'));\n                if (userInfo) {\n                    userInfo.event = 'Form_submit';\n                    userInfo.email = email;\n                    userInfo.form_name = 'Newsletter';\n                    window.dataLayer = window.dataLayer || [];\n                    window.dataLayer.push(userInfo);\n                }\n\n                emailInput.val(''); \/\/ Clear the email field\n                window.dispatchEvent(new CustomEvent('newsletter-submit'));\n            } else {\n                return response.json().then(error => {\n                    if(statusElement) {\n                        statusElement.text('Error: ' + error.message);\n                        statusElement.css({\n                            'color': 'red',\n                            'padding-top': '10px'\n                        });\n                    }\n                });\n            }\n        })\n        .catch(error => {\n            console.error('Error:', error);\n            statusElement.text(\"There was an error submitting the form.\");\n            statusElement.css({\n                'color': 'red',\n                'padding-top': '10px'\n            });\n        });\n    });\n\n    window.addEventListener('message', function(event) {\n        const isFormCallback = event.data.type === 'hsFormCallback';\n        const isFormSubmitted = event.data.eventName === 'onFormSubmitted';\n        const iscurrentForm = !!event?.data?.id ? 'cafa8eb8-dd43-46cc-bec7-9f87e85b1bdb'.trim() == event?.data?.id : false; \n\n        if( isFormCallback && isFormSubmitted && iscurrentForm ) {\n            console.log('event', event);\n            window.location.href = 'https:\/\/www.dacgroup.com\/en-gb\/thank-you\/';\n        }\n    });\n});\n<\/script>                <span class=\"forward-email-status-container\"><\/span>\n            <\/div>\n\n            <button id=\"forward-form-submission\" class=\"subscribe-btn\" type=\"button\" onclick=\"triggerButton(this)\">\n                <span class=\"d-inline-block\">\n                    SUBSCRIBE                <\/span>\n                <span class=\"d-inline-block bell-container\">\n                    <svg width=\"28\" height=\"28\" viewBox=\"0 0 24 24\" fill=\"none\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\">\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M3.5458 14.4774L4.50055 13.234C4.50657 11.8629 4.56791 9.80824 5.17539 8.00401C5.52706 6.95953 6.09459 5.89126 7.03537 5.08C7.70533 4.50227 8.51103 4.10149 9.44696 3.90922C9.50872 3.69984 9.5922 3.49047 9.70471 3.28979C9.91134 2.92122 10.2194 2.57523 10.654 2.33189C11.0827 2.09183 11.5478 2 12 2C12.4355 2 12.8969 2.08208 13.3272 2.31763C13.7695 2.55969 14.0812 2.91045 14.2866 3.28943C14.3999 3.49849 14.4813 3.71787 14.5396 3.93682C15.5444 4.18145 16.3788 4.69659 17.0444 5.38131C17.9498 6.3126 18.4937 7.50224 18.8321 8.60503C19.3645 10.3395 19.4725 12.1499 19.4944 13.1421C19.9371 13.6338 20.3502 14.1627 20.6914 14.626C21.9447 16.3277 20.6148 18.5001 18.7001 18.5001L5.52863 18.5C3.45543 18.5 2.28314 16.1217 3.5458 14.4774Z\" stroke=\"#171616\" \/>\n                        <path fill-rule=\"evenodd\" clip-rule=\"evenodd\" d=\"M9.0857 19.3749C9.431 19.1461 9.89639 19.2405 10.1252 19.5858C10.874 20.7159 12.7481 21.0858 13.9 19.5501C14.1485 19.2187 14.6186 19.1516 14.95 19.4001C15.2813 19.6486 15.3485 20.1187 15.1 20.4501C13.2518 22.9143 10.126 22.3027 8.87475 20.4143C8.64596 20.069 8.74041 19.6037 9.0857 19.3749Z\" fill=\"#171616\" \/>\n                    <\/svg>\n                <\/span>\n            <\/button>\n        <\/div>\n    <\/div>\n\n    \n    <script>\n        function triggerButton(button) {\n\n            var container = button.closest('[data-role=\"forward-email-subscription-container\"]');\n            var form = container.querySelector('[data-forward-email-form]');\n\n            if (form) {\n                jQuery(form).find(\"button[type='submit']\").trigger('click');\n            }\n        }\n    <\/script>\n\n<\/section>\n\n\n<p>Having direct access to neural response data from all kinds of advertising will allow brands to definitively understand which ads work and which ads do not. From there, brands will be able to draw conclusions on why viewers respond to some ads more than others. By using this technology and <a href=\"\/en-gb\/services\/analytics-and-marketing-science-services\/\">analysing the patterns that emerge from the data<\/a>, brands will create better, <a href=\"\/?p=20\">targeted ads<\/a> that are more relevant and interesting.<\/p>\n<p>Could this be the future of advertising? Only time will tell, but the real-world applications to this technology are evident.<\/p>\n<p>Imagine a world where you actually look forward to watching ads, because they are funny, relevant, and thought-provoking. Or at least, a world where you no longer feel compelled to mute your TV when the commercials come on or press the \u2018skip\u2019 button on that YouTube ad video immediately.<\/p>\n<p>Advertising isn\u2019t going away. <u style=\"text-decoration: none; color: #337ab7;\">We can complain about how annoying and intrusive<\/u> it can be (and it is, at times). Or, we can enhance it using technological insights based on innovative new research techniques, including neural analysis, to create content that tells a great story.<\/p>\n<p><a href=\"\/en-gb\/get-in-touch\/\">Contact DAC<\/a> today to find out more!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Recently, I participated in a unique study hosted by Brainsights at the University of Toronto. Brainsights is one of a handful of Canadian companies operating in the nascent field of neurological advertising or neuromarketing. For the study, I volunteered to subject myself to watch 75 minutes of uninterrupted advertising. Am I crazy? Probably. But I [&hellip;]<\/p>\n","protected":false},"author":22,"featured_media":101815,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"content-type":"","reading_level":"Strategic","reading_level_confidence":0.65,"reading_level_needs_review":"0","footnotes":""},"categories":[2861],"tags":[503,504,505,506],"class_list":["post-103354","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-analytics","tag-brainsights","tag-neurological-advertising","tag-neuromarketing","tag-university-of-toronto"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v23.7 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>That Time I Got My Brain Scanned | DAC<\/title>\n<meta name=\"description\" content=\"Ever wonder how your brain looks on ads? 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