Case Study: Yahoo improves ad targeting guidelines with Nielsen Consumer Neuroscience

Measuring Consumer Reaction to Advertisements

Yahoo needed to determine how to better target digital advertising so it could reach the right audience, at the right time, with the right message. In a digital marketing landscape that was becoming more complex, traditional marketing research methods alone were not enough to understand consumers’ responses to digital ads. Nielsen Consumer Neuroscience was used to study those responses.

Nielsen Consumer Neuroscience evaluated emotional and cognitive reactions to online advertising using biometrics and eye tracking, along with heat maps to show where attention was directed. The work helped Yahoo create new guidelines for marketers: contextual targeting was more effective for building awareness, while personal targeting increased impact when the goal was to communicate new product features.

Yahoo