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Articles by Peter Pynta
Attention is not impact, so what next?
Visual attention only correlates with 15% of long-term memory encoding; which seems to be a consistent finding across neuroscience studies. Science has told us that marketers need to keep searching for the other factors that contribute to the remaining 85 % like context, creative, emotion, salience, clutter, frequency, sonic branding, storytelling and of course the role of the subconscious.
Calling all CFO’s and CMO’s – Now’s the ideal time to advertise!
This post is by Peter Pynta, he has worked in the media, advertising and research business for the past 28 years and is currently CEO, A.P.A.C. at Neuro-Insight Pty Ltd. Amidst all the doom and gloom of a recession, aggregate retail sales growth was stronger in May and June than at any time since 2009 – the last time significant government stimulus was needed. Preliminary data for July indicates the strongest annual sales growth in 20 years.
Neuroscience & TV Commercials: Cross-Cultural Marketing in Australia
This research explores the uses of neuroscience to explore different reactions to TV commercials by Australian and Chinese-born participants, and outlines what these differences mean for brand storytelling in a cross-cultural context. TV & Connected TV effectiveness Australia Greater China Cultural influences & values Geodemographic & regional segmentation Strategy Cultural diversity in modern consumer markets the world over has become a key planning consideration...
The positive halo of digital out of home
The positive halo of digital out of home Anne Parsons, Peter Pynta and Dr Shaun Seixas Looks at the influence of the unique attributes of digital out-of-home (DOOH) sites on the way advertising is processed by measuring creative content in context. Media measurement is an ever-evolving science, given its need to keep pace with perpetual industry change and ongoing advertiser demand for meaningful consumer-centric data.
First-home buyer demand is increasing: Seize the opportunity
First-home buyer demand is increasing: Seize the opportunity Charlie Nelson and Peter Pynta Charlie Nelson and Peter Pynta use brain imaging technology to explain how finance providers and homemaker brands can reach a higher number of first-home buyers to make their brand top of mind. Now is a great time for finance providers and homemaker brands to be engaging with the increased number of latent first-home buyers (FHBs) and making their brand top of mind and the preferred brand.
When media, message and moment meet in DOOH
Research by QMS Media and Neuro-Insight explores how out-of-home or OOH media is constantly evolving, with digital OOH or DOOH offering advertisers dynamic opportunities that previously didn’t exist at scale. Digital outdoor & OOH Outdoor & out of home effectiveness Outdoor & out of home planning and buying Neurometric research Strategy Out-of-home (OOH) is a very different medium to all other advertising channels which operate across an array of environments and different format types.
Attitudes towards AFLW: The disconnect between what we feel and what we say
The women’s Australian Football League (AFLW) is growing in popularity, participation, and visibility. Consumer sentiment Sports Australia Neurometric research Strategy The introduction of a semi-professional national-level women’s Australian Football League (AFLW) has seen a greater focus on female athletes and leadership in sport within Australia. Since the inaugural 2017 season, AFLW club memberships continue... WARC subscribers can sign in to keep reading Not a subscriber?
The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion
The Power of Social Television: Can Social Media Build Viewer Engagement? A New Approach to Brain Imaging of Viewer Immersion Peter Pynta, Shaun A. S. Seixas, Geoffrey E. Nield, James Hier, Emilia Millward and Richard B. Silberstein Marketers everywhere are paying close attention to radical changes in consumer behavior and engagement provoked by the rise of digital technology. The Power of Social Television: Can Social Media Build Viewer Engagement?
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