{"id":3663,"date":"2017-07-04T12:09:35","date_gmt":"2017-07-04T10:09:35","guid":{"rendered":"https:\/\/thesmartcityjournal.cibeles.net\/sin-categorizar\/neuromarketing-cerebro-responde-estimulos-publicidad\/"},"modified":"2017-07-04T12:14:33","modified_gmt":"2017-07-04T10:14:33","slug":"neuromarketing-cerebro-responde-estimulos-publicidad","status":"publish","type":"post","link":"https:\/\/www.thesmartcityjournal.com\/es\/noticias\/neuromarketing-cerebro-responde-estimulos-publicidad","title":{"rendered":"Neuromarketing: c\u00f3mo el cerebro responde a los est\u00edmulos de la publicidad"},"content":{"rendered":"

La agencia de publicidad Ogilvy&Mather ha desarrollado con Ipsos un estudio de neuromarketing que permite saber qu\u00e9 siente el consumidor ante los est\u00edmulos de la publicidad.<\/p>\n

Dejando fuera la verbalizaci\u00f3n, que es la manera m\u00e1s directa de llegar al p\u00fablico (una voz, un personaje que se dirige al escuchante o al televidente), Ogilvy&Mather ha desarrollado un estudio de neromarketing con Ipsos enfocado en los est\u00edmulos publicitarios. Dicho estudio analiza s\u00f3lo las reacciones que se producen en los cerebros de los consumidores ante distintos est\u00edmulos publicitarios. Otras dos premisas b\u00e1sicas son: el experimento mide respuestas espont\u00e1neas y analiza el poder del jingle y de los logotipos, entre otros factores.<\/p>\n

El an\u00e1lisis se hizo sobre una muestra representativa de hombres entre 35 y 44 a\u00f1os a partir de distintas t\u00e9cnicas de neurociencia, como Eye-tracking y electroencefalograma, para poder medir las respuestas inconscientes y espont\u00e1neas de los participantes a distintas activaciones de su cerebro.\u00a0<\/p>\n

El estudio demuestra que los primeros segundos del spot son fundamentales para captar la atenci\u00f3n visual y auditiva del espectador, y tambi\u00e9n para activar la zona de su cerebro donde residen las emociones. La publicidad tiene 8 segundos para encontrar el flechazo y por lo tanto hay que enamorar r\u00e1pido al consumidor. Cuanto m\u00e1s se refuercen los segundos iniciales, m\u00e1s atenci\u00f3n y placer se conseguir\u00e1 generar en el p\u00fablico.<\/p>\n

\u00a0<\/p>\n

Estas son las principales conclusiones:<\/strong><\/p>\n

–El poder del jingle<\/em>: la m\u00fasica hecha ad hoc multiplica el inter\u00e9s. Midiendo el engagement de un mismo spot de Iberia con diferentes melod\u00edas, se observ\u00f3 que cuando la m\u00fasica forma parte de la idea creativa, el espectador genera niveles de vinculaci\u00f3n muy superiores a cuando no tiene intenci\u00f3n ni mensaje.<\/p>\n

–El silencio aumenta la atenci\u00f3n:<\/em> la pr\u00e1ctica ha demostrado que la utilizaci\u00f3n inteligente del silencio es un buen recurso para ganar atenci\u00f3n y aumentar la eficacia de una campa\u00f1a.<\/p>\n

–El logo si es simple, mejor<\/em>: la neurociencia demuestra que nuestro cerebro tiende a la comodidad y a lo rutinario. De ah\u00ed que el estudio realizado con logos haya revelado que la atenci\u00f3n se concentra en los est\u00edmulos m\u00e1s simples, porque son los que resultan m\u00e1s f\u00e1ciles y r\u00e1pidos de interpretar.<\/p>\n

–Se graba mejor en el cerebro un mensaje \u00fanico y consistente<\/em>: la demostraci\u00f3n cient\u00edfica tambi\u00e9n confirma que la mejor manera de consolidar la imagen de una marca es trabajar con consistencia sobre los mismos atributos.<\/p>\n

\u00a0<\/p>\n

\u00a0https:\/\/www.youtube.com\/watch?v=yflg9dRrCd8<\/a><\/p>\n

\u00a0<\/p>\n

Google experimenta publicidad en forma de cubo<\/h1>\n

Area 120, el equipo interno de Google encargado de desarrollar nuevas ideas. Est\u00e1 preparando nuevos formatos de publicidad basados en la realidad virtual. El objetivo es ofrecer una alternativa de monetizaci\u00f3n a los desarrolladores de contenido. Tras varias pruebas, Google est\u00e1 pidiendo feedback a toda la comunidad para que el proyecto evolucione hacia algo tangible.<\/p>\n

La cosa empez\u00f3 investigando c\u00f3mo integrar un formato de publicidad nativa en un entorno virtual m\u00f3vil, tratando de evitar que la experiencia fuera desagradable para el usuario o dif\u00edcil de implementar para los desarrolladores. De esta forma dieron con un formato que consiste en un cubo virtual. El usuario puede interactuar con \u00e9l fijando la mirada durante unos segundos o toc\u00e1ndolo. Adem\u00e1s, se puede cerrar f\u00e1cilmente en cualquier momento.<\/p>\n

\u00a0<\/p>\n","protected":false},"excerpt":{"rendered":"

La agencia de publicidad Ogilvy&Mather ha desarrollado con Ipsos un estudio de neuromarketing que permite saber qu\u00e9 siente el consumidor ante los est\u00edmulos de la publicidad. Dejando fuera la verbalizaci\u00f3n, que es la manera m\u00e1s directa de llegar al p\u00fablico (una voz, un personaje que se dirige al escuchante o al televidente), Ogilvy&Mather ha desarrollado\u2026<\/p>\n","protected":false},"author":2,"featured_media":3662,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"_scj_primary_category_id":47,"_scj_featured":true,"_scj_featured_from":"","_scj_featured_until":"","_scj_featured_order":2227,"_scj_visibility_class":"current","_scj_layout_family":"standard","_scj_article_style":"","_scj_display_overrides":[],"_scj_intro_image_id":3662,"_scj_intro_alt":"Neuromarketing","_scj_intro_caption":"","_scj_intro_class":"","_scj_intro_float":"","_scj_full_image_id":3662,"_scj_full_alt":"Neuromarketing","_scj_full_caption":"Neuromarketing","_scj_full_class":"","_scj_full_float":"","_scj_media_type":"video","_scj_media_provider":"youtube","_scj_media_external_id":"yflg9dRrCd8","_scj_media_url":"https:\/\/www.youtube.com\/watch?v=yflg9dRrCd8","_scj_media_poster_id":0,"_scj_media_width":0,"_scj_media_height":0,"_scj_media_aspect_ratio":"","_scj_media_description":"","_scj_gallery_items":[],"_scj_related_post_ids":[],"_scj_additional_authors":[],"scj_layout_family":"standard","scj_media_provider":"youtube","scj_media_url":"https:\/\/www.youtube.com\/watch?v=yflg9dRrCd8","scj_full_caption":"Neuromarketing","footnotes":""},"categories":[47],"tags":[232,260,224],"class_list":["post-3663","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-noticias","tag-ciudadania","tag-sociedad-de-la-informacion","tag-tic"],"yoast_head":"\nNeuromarketing: 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