TITLE

Capita taps brain waves to study Web ads' potency

AUTHOR(S)
Gilbert, Jennifer
PUB. DATE
February 2000
SOURCE
Advertising Age;2/14/2000, Vol. 71 Issue 7, p55
SOURCE TYPE
Trade Publication
DOC. TYPE
Article
ABSTRACT
This article reports on the technology used by Capita Research Group to measure the effectiveness of Web banners as advertising tools as of March 2005. Web advertisers can see if banner advertisements connect with users by connecting to users' brains. Capita Research uses brain wave-tracking technology from the U.S. National Aeronautics and Space Administration to measure how effective banners are in causing an emotional response in Web users, and how that translates to clicking-throughs and brand recall. According to Capita Research president and CEO David Hunter, their Engagement Index service will help marketers determine where engagement is high and low, what kind of media should be bought and what web sites work the best for banners.
ACCESSION #
2781880

 

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