This year, IIeX has a special track lined up featuring researchers who have never spoken at a conference before. With fresh ideas, cool technologies, and an eagerness to make this the first of many more great presentations, these new speakers are sure to please.
With an estimated global investment spend in mobile video advertising to reach $25B by 2021, the need to understand the power and the perils of mobile video advertising has been in high demand. The challenges with mobile advertising are vast, however, the opportunity to create meaningful and positive interactions with audiences is great in mobile because of the data rich, highly engaged and personal nature of the mobile device.
MediaBrix, leaders offering in-app mobile video advertising platform, set out to measure the effectiveness of different mobile video ad solutions and to understand what attributes of the delivery method drive to a receptive user, get human attention and has a positive business impact. Together with True Impact, the research study employed neuro and biometrics to reveal how advertising delivery methods impact a brand. The study aimed to answer the following questions:
– What is the most efficient and effective way to advertise on a mobile device using video?
– What are the key factors that drive user receptivity and purchase intent?
The research identified that games and apps inherently feature highly gamified content which requires a high level of cognitive load supporting the idea of apps being a task oriented, user driven experience. Within the app/game environment, the research found new evidence for the brain’s reaction to emotionally targeted, rewarded and contextualized ad delivery methods.
Why did you submit to IIeX Europe?
IIeX Europe is a one of a kind event that provides a prestigious platform for new speakers and is at the same time a dynamic hub of learning and sharing, connecting business with cultural experiences.
What will you speak about and why should people attend your session?
Mobile tech is the new frontier, literally bringing marketing content to the customer’s fingertips. I’ll be speaking about using neuroscience to test and inform our approach to advertising, humanizing the experience, going from mere exposure to collaboration and creating more positive brand associations.
Why have you never spoken at a conference before?
Sharing my experiences has always been an exciting prospect so I have spent 3 years working through every level of the neuromarketing process. From customer to researcher to marketer, speaking to the many variables of the field requires a focused knowledge of a broad range of specializations.
What are you most looking forward to about IIeX Europe?
This will be my first time in Amsterdam! Getting a glimpse of Europe is always a lifelong memory. I also rarely get to see movies and with the long flight from/to Canada, I think I'll get in 4 or 5. I assume hearing all the wonderful speakers at the conference is a given.
Any other comments you’d like to share?
My deepest gratitude for letting me take part in this amazing event. It is a privilege and I can’t wait to meet everybody.